Modeling the Effects of the Three Dimensions of Trust towards the e-Vendor on Online Consumer Behavior

Authors

Boris Bartikowski, Kedge Business School, Marseille, FranceFollow
Dwight Merunka, Aix-Marseille University, Graduate School of Management – IAEFollow

Abstract

Studies that integrate online consumers’ trust toward the e-vendor with key constructs from technology acceptance models draw on one-dimensional or second-order conceptualizations of trust to explain shopping behavior. However, marketing and consumer research supports that a richer understanding of behavior, in particular relational behavior, is gained when trust is decomposed into three dimensions. Using Gefen, Karahann and Straub’s (2003) integrated website response model as a theoretical foundation, this research investigate the relationships between three dimensions of trust (consumers’ beliefs about the e-vendor’s integrity, benevolence and competence) and two key constructs from technology acceptance models (perceived ease of use and perceived usefulness of commercial websites) to explain online consumers’ intentions to engage in a business relationship with the e-vendor. The empirical results show the superiority of the tri-dimensional trust model over the one-dimensional one.

Recommended Citation

Bartikowski, Boris and Merunka, Dwight (2015) "Modeling the Effects of the Three Dimensions of Trust towards the e-Vendor on Online Consumer Behavior," Systèmes d'Information et Management: Vol. 20: Iss. 1, Article 2.
Available at: https://aisel.aisnet.org/sim/vol20/iss1/2