Modeling the effects of the threedimensions of trust towardsthe e-vendor on online consumerbehavior

Abstract

Studies that integrate online consumers’ trust toward the e-vendor with key constructs fromtechnology acceptance models draw on one-dimensional or second-order conceptualizationsof trust to explain shopping behavior. However, marketing and consumer research supportsthat a richer understanding of relational behavior is gained when trust is decomposed intothree dimensions. Using Gefen, Karahann and Straub’s (2003) integrated website responsemodel as a theoretical foundation, this research investigate the relationships between threedimensions of trust (consumers’ beliefs about the e-vendor’s integrity, benevolence andcompetence) and two key constructs from technology acceptance models (perceived ease of useand perceived usefulness of commercial websites) to explain online consumers’ intentions toengage in a business relationship with an e-vendor. Empirical results demonstrate thesuperiority of the tri-dimensional trust model over the one-dimensional on