Trust and TAM in Online Shopping: A built-in Model
Author(s): David Gefen, Elena Karahanna and Detmar W. Straub Reviewed work(s):
Source: MIS Quarterly, Volume. 27, No . 1 (Mar., 2003), pp. 51-90 Released by: Supervision Information Systems Research Middle, University of Minnesota Steady URL: http://www.jstor.org/stable/30036519.
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Gefenet al. /TrustndTAMn Online hopping
AN INTEGRATED ODEL1
By: David Gefen
Section of Administration
LeBow University of Organization
Drexel University or college
101 North 33rdStreet
Philadelphia, PA 19104-2875
U. S i9000. A.
TerryCollege of Business
College or university of Atlanta
Athens, GA 30602
U. S. A.
[email protected] uga. edu
Brown College of Business
Atlanta State College or university
Atlanta, GA 30302-4015
U. S. A.
Robert. Zmud astheacceptingenior ditororthis
Another and distinctinteractionwithboth the
actual e-vendor and withits IT Website interface
is at the heart of online shopping. Previous
research has established, accordingly, hatonline
order intentions would be the product of both
consumer assessments with the IT itself-specifically its recognized usefulness and ease-of-use (TAM)-and trustin the e-vendor. Require perspectives had been examinedindependentlyby IS researchers. Integratinghese twoperspectives
and examiningthe factorsthatbuildonlinetrustin
an environment hatlacks the typicalhumanintert
action that often contributes to trust in various other circumstances advances our understandingof these constructsand theirlinkages to behavior.
Our research in experienced do it again online
customers shows that client trustis since important to on-line commerce while the widelyaccepted TAM se-antecedents, perceived performance and
perceived convenience. Togetherthese variable
pieces explaina considerableproportion f variance
in intendedbehavior. Thestudyalso providesevidence that on the net trustis builtthrough(1) a idea that the vendor has nothingto gain by cheating,
(2) a opinion thatthere are safety mechanisms built
in the Web site, and (3) with a typical
user interface, (4) the one that is, furthermore, easy to use.
Keywords: E-commerce, trust, W TAMTYM MIEJSCU, amiliarity,
cognition-based trust, trust building processes,
Net-enhanced B2C systems
MISQuarterlyol. 27 No . 1, pp. 51-90/March
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Gefen et approach. /Trust nd TAMn OnlineShopping
ISRLCategories: GB02, GB03, GB07
Retainingcustomers is a financialimperative or
electronic digital vendors (e-vendors), especially since
attractingnew customers is significantly more
high-priced thanforcomparable, classic, ricksand-mortartores (Reichheldand Schefter2000). s
What, in that case, makes buyers return to a great evendor? Research has used a large number of avenues to think about this, includingexplanationsbased on trust
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