SI2015130 Art. Modeling the effects of the three dimensions of trust towards the e-vendor...

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Studies that integrate online consumers’ trust toward the e-vendor with key constructs from technology acceptance models draw on one-dimensional or second-order conceptualizations of trust to explain shopping behavior. However, marketing and consumer research supports that a richer understanding of relational behavior is gained when trust is decomposed into three dimensions. Using Gefen, Karahann and Straub’s (2003) integrated website response model as a theoretical foundation, this research investigate the relationships between three dimensions of trust (consumers’ beliefs about the e-vendor’s integrity, benevolence and competence) and two key constructs from technology acceptance models (perceived ease of use and perceived usefulness of commercial websites) to explain online consumers’ intentions to engage in a business relationship with an e-vendor. Empirical results demonstrate the superiority of the tri-dimensional trust model over the one-dimensional one.

Keywords: Trust, benevolence, competence, integrity, technology acceptance, e-commerce.

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