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Swift Trust in Web Vendors: The Role of Appearance and Functionality
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Author(s): Xin Li (University of North Carolina at Pembroke, USA), Guang Rong (Clemson University, USA), Michelle Carter (Clemson University, USA)and Jason Bennett Thatcher (Clemson University, USA)
Copyright: 2011
Pages: 21
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.ch005
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Abstract
With the growth of product search engines such as pricegrabber.com, web vendors have many more casual visitors. This research examines how web vendors may foster “swift trust” as a means to convert casual visitors to paying customers. We examine whether perceptions of website’s appearance features (normality, social presence and third-party links) and functionality features (security, privacy, effort expectancy and performance expectancy) positively relate to swift trust in a web vendor. Using a quasi-experimental research design, we empirically test the proposed relationships. Based on an analysis of 224 respondents, we found appearance and functionality features explained 61% of the variance in swift trust. The paper concludes with a discussion of findings and implications.
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