Trust is the central dimension of e-commerce systems adoption, which is one of the most important aspects of e-CRM. In this paper, the effects of perceived Web quality on e-trust, mediated by website user’s anxiety and hedonic needs, are tested and discussed. E-trust is deconstructed into three dimensions (integrity, benevolence, and ability), and the complex relationships of e-trust dimensions with other technology adoption beliefs, including anxiety, enjoyment, and ease of use, are empirically tested with the initial data set (n=69). As expected, perceived Web quality negatively affects anxiety and positively influences enjoyment and ease of use, and anxiety negatively influences all of three dimensions of e-trust. However, enjoyment affects only integrity and benevolence dimensions of e-trust, whereas ease of use influences only ability dimension of e-trust. Furthermore, the effects of Web quality on e-trust are fully mediated by hedonic needs and anxiety. Theoretical and practical implications of these findings are discussed in the paper.
Hwang, Yujong, "Investigating the Effects of Percieved Web Quality on eTrust, Mediated by Hedonic Needs and Anxiety" (2005). AMCIS 2005 Proceedings. 34.