A Model of the Relationship among Consumer Trust, Web Design and User Attributes

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Author(s): Xiaoni Zhang (Northern Kentucky University, USA), Victor R. Prybutok (University of North Texas, USA), Sherry D. Ryan (University of North Texas, USA)and Robert Pavur (University of North Texas, USA)
Copyright: 2011
Pages: 24
Source title: Organizational and End-User Interactions: New Explorations
Source Author(s)/Editor(s): Steve Clarke (University of Hull Business School, UK)and Ashish Dwivedi (The University of Hull, UK)
DOI: 10.4018/978-1-60960-577-3.ch008

Keywords: Computer Science & IT / End-User Computing / Human Aspects of Technology / Information Science Reference

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Abstract

One important aspect of consumer relationships is trust. Conducting business on the Web is relatively new compared to traditional business and many of the factors related to consumer trust related to the Web remained unexplored. To increase our understanding about trust building on the Internet, this article studies trust with a focus on its relationship to Web design characteristics, specifically perceived quality of presentation, perceived ease of navigation, and several user attributes: prior internet experience, Web users’ self efficacy, and gender differences. A research model is proposed that builds upon prior research on trust. A survey is developed based on the constructs and relationships in the model. The data analysis and results confirm five out of eight of the hypotheses associated with the model. Theoretical and practical implications are provided.

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A Model of the Relationship among Consumer Trust, Web Design and User Attributes

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