Abstract
Despite numerous forecasts to the contrary, electronic commerce over the Internet has yet to realize its full potential for phenomenal growth in sales for businesses (Nielsen, 2000). A major reason for the less-than-fervent use of the Internet for making purchases is the lack of trust in, and difficulty in building online trust by Internet merchants (Keen, 1997). A review of Information Systems and trust literature further suggest that strategies useful for building initial trust in first-time visitors to an Internet store may not be equally effective for people who have an ongoing buying relationship with that online store. This is because initial trust may be formed predominantly through calculative trust processes, whereas ongoing trust may be more heavily influenced by affective trust processes. In this paper, numerous web strategies derived directly from the antecedents of calculative-based and affect-based trust beliefs (thought to have a differing impact on initial versus ongoing trust relationships) were proposed to website designers, which could affect people's trust in an Internet store, and ultimately affect their purchasing behavior at an Internet store.
Recommended Citation
Sia, Choon Ling; Lim, Kai H.; Lee, Matthew K O; Benbasat, Izak; and Mao, Jiye, "Web Strategies to Build Trust in the Digital Economy: Are They Equally Effective For Initial Versus Ongoing Buying Relationships?" (2002). PACIS 2002 Proceedings. 53.
https://aisel.aisnet.org/pacis2002/53