Effects of Perceived Interactivity, Perceived Web Assurance and Disposition to Trust on Initial Online Trust

被引：106

作者：

Wu, Guohua ^{[1
]}

Hu, Xiaorui ^{[2
]}

Wu, Yuhong ^{[3
]}

机构：

[1] Calif State Univ Fullerton, Dept Commun, Fullerton, CA 92834 USA

[2] St Louis Univ, John Cook Sch Business, St Louis, MO 63108 USA

[3] William Paterson Univ, Christos M Cotsakos Coll Business, Houston, TX USA

来源：

JOURNAL OF COMPUTER-MEDIATED COMMUNICATION | 2010年 / 16卷 / 01期

关键词：

E-COMMERCE; CONSUMER TRUST; SITE; FAMILIARITY; INDICATORS; INTENTIONS; IMPACT;

D O I：

10.1111/j.1083-6101.2010.01528.x

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

We developed an interdisciplinary model to examine how online consumers' perceived interactivity, perceived Web assurance and disposition to trust affect their initial online trust. Perceived interactivity is theorized as an interpersonal-based antecedent, disposition to trust as a personality-based antecedent, and perceived Web assurance as an institution-based antecedent to initial online trust. Results indicate that both consumers' perceived interactivity and perceived Web assurance positively influence their initial online trust. Therefore, it is of importance that e-vendors make efforts to enhance online consumers' perceived interactivity of their Web sites as well as addressing consumers' major trust concerns by adopting third-party Web assurance seals.

引用

页码：1 / 26

页数：26

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