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The Nature of Consumer Trust in B2C Electronic Commerce: A Multi-Dimensional Conceptualism

The Nature of Consumer Trust in B2C Electronic Commerce: A Multi-Dimensional Conceptualism
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Author(s): Paul Sutherland (The University of Auckland, New Zealand) and Felix B. Tan (Auckland University of Technology, New Zealand)
Copyright: 2004
Pages: 4
Source title: Innovations Through Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-261-9.ch156
ISBN13: 9781616921255
EISBN13: 9781466665347

Abstract

Consumer trust is widely heralded as an essential element for the success of electronic commerce, yet the concept itself is still clouded in confusion by the numerous definitions and points of view held across multiple disciplines. It is the aim of this paper to synthesise the viewpoints from across the disciplines and bring them together in a multi-dimensional trust model. It is hoped that in doing so, these broad assortment of views will highlight the true underlying nature of trust in the online environment. From these multiple disciplines, three dimensions of trust emerged: Dispositional Trust, Institutional Trust and Interpersonal Trust, each bringing their own influencing factors into the overall intention to trust. From this model emerged the idea that the consumer as an individual is central to the understanding of trust, and in turn that the individual’s personality and culture form the foundation for the development of trust.

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