2 empirical research in on-line trust_a review and critical assessment.pdf

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2 empirical research in on-line trust_a review and critical assessment.pdf

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2 empirical research in on-line trust_a review and critical assessment

Int. J. Human-Computer Studies 58 (2003) 783–812 Empirical research in on-line trust: a review and critical assessment Sonja Grabner-Kr.autera,*, Ewald A. Kaluschab aDepartment of Marketing and International Management, University of Klagenfurt, 9020 Klagenfurt, Austria beBusiness Institute—Business Technologies, University of Klagenfurt, 9020 Klagenfurt, Austria Received 2 November 2002; accepted 13 January 2003 Abstract Lack of trust is one of the most frequently cited reasons for consumers not purchasing from Internet vendors. During the last four years a number of empirical studies have investigated the role of trust in the specific context of e-commerce, focusing on different aspects of this multi-dimensional construct. However, empirical research in this area is beset by conflicting conceptualizations of the trust construct, inadequate understanding of the relationships between trust, its antecedents and consequents, and the frequent use of trust scales that are neither theoretically derived nor rigorously validated. The major objective of this paper is to provide an integrative review of the empirical literature on trust in e-commerce in order to allow cumulative analysis of results. The interpretation and comparison of different empirical studies on on-line trust first requires conceptual clarification. A set of trust constructs is proposed that reflects both institutional phenomena (system trust) and personal and interpersonal forms of trust (dispositional trust, trusting beliefs, trusting intentions and trust-related behaviours), thus facilitating a multi-level and multi-dimensional analysis of research problems related to trust in e-commerce. r 2003 Elsevier Science Ltd. All rights reserved. Keywords: Trust; Electronic commerce; On-line shopping; Review; Empirical research; Consumer behaviour *Corresponding author. E-mail addresses: sonja.grabner@uni-klu.ac.at (S. Grabner-Kr.auter), ewald.kaluscha@ (E.A. Kaluscha). 1071-5819/03/$ - see front matter r 2003