Developing and validating trust measures for e-commerce: An integrative typology

• 成果类型: Review
• 署名作者: McKnight, DH; Choudhury, V; Kacmar, C
• 署名单位: Michigan State University; Michigan State University's Broad College of Business; University System of Ohio; University of Cincinnati; State University System of Florida; Florida State University
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.13.3.334.81
• 发表日期: 2002
• 页码: 334-359
• 关键词: INTERPERSONAL-TRUST; construct-validity; user acceptance; perceived ease; TECHNOLOGY; MODEL; COMMUNICATION; distrust; CONFLICT; science

摘要

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainity about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice-behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs-disposition to trust, institution-based trust, trusting beliefs, and trusting intentions-which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity)-Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed.