The Impact of Website Quality on Online Trust in the Context of E-Commerce
Date Issued
2009
Date
2009
Author(s)
Abstract
Online customers’ trust is a very important issue in the context of e-commerce. As a mediator between customers and companies, the website quality of B2C websites definitely has a great impact on online customers’ trust. For encouraging customers to transact with the companies, the companies have to increase their online trust through website. However, there is no consensus about the classification of website quality and how it influences trust until now; besides, the rational choice perspective affords too small a role to emotional and social influences on trust decisions. Cognitive trust can’t explain how people make a trust decision thoroughly, if there is no emotional trust. Recent literature mostly ignored emotional trust, so we would like to develop a model to evaluate and verify the relationships between website quality and online customers’ trust. This research adopted Structural Equation Modeling to verify the model. The result shows that the website quality including system quality, information quality and service quality will significantly increase customers’ cognitive trust, and customers’ cognitive trust will significantly increase their emotional trust; besides, an additional analysis of mediating effects reveals cognitive trust fully mediates the impact of website quality on emotional trust. It explains cognitive trust and emotional trust are two different and independent construct in the context of our research. According to the research result, companies can evaluate customers’ perception, expectation and the degree of trust. Furthermore, companies can improve or establish new strategies to provide better services for customers.
Subjects
system quality
information quality
service quality
website quality
cognitive trust
emotional trust
trust
DeLone & McLean IS success model
File(s)![Thumbnail Image]()
Loading...
Name
ntu-98-R96725040-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):a4e9f3f66b731374d0f99eed029f12a7