21.08.2019
 Trust and Tam in Online Shopping: an Integrated Model Article

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.

Accessed: 23/11/2012 12: 46

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Gefenet al. /TrustndTAMn Online hopping

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MIS

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RESEARCH DOCUMENT

INONLINESHOPPING:

TRUSTANDTAM

AN INTEGRATED ODEL1

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Subjective

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.

[email protected] edu

Elena Karahanna

Management InformationSystems

Division

TerryCollege of Business

College or university of Atlanta

Athens, GA 30602

U. S. A.

[email protected] uga. edu

DetmarW. Straub

Brown College of Business

Atlanta State College or university

Atlanta, GA 30302-4015

U. S. A.

[email protected] edu

f

W

w

s i9000

e

Robert. Zmud astheacceptingenior ditororthis

daily news.

1

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

t

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

to

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

u

perceived convenience. Togetherthese variable

o

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.

n

Keywords: E-commerce, trust, W TAMTYM MIEJSCU, amiliarity,

cognition-based trust, trust building processes,

Net-enhanced B2C systems

Versus

2003

MISQuarterlyol. 27 No . 1, pp. 51-90/March

This article downloaded by authorized customer from 192. 168. seventy two. 224 in Fri, twenty three Nov 2012 12: 46: 37 PM HOURS All make use of subject to JSTOR Terms and Conditions

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Gefen et approach. /Trust nd TAMn OnlineShopping

a

ISRLCategories: GB02, GB03, GB07

Intro

f

Retainingcustomers is a financialimperative or

electronic digital vendors (e-vendors), especially since

attractingnew customers is significantly more

b

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

(Gefen 2k;...

References: Usage, " MIS Quarterly twenty four: 4), 2k, pp. 665(

694.

Procedurefor the Measurementof Usabilility, "

Information ystems Research (13: 2), 2002,

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Perceived World wide web Quality, " Information &

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(54: 1), 1990, pp. 42-58.

Baier, A. " Trust nd Antitrust, " thics (96), 1986,

231-260.

municationsof the ACM(42: 12), 1999, pp. 3238.

Assessment, " MISQuarterly25: 1), 2001, pp.

Journal of Social Psychology (8), 1978, pp.

Management(17: 3), 1991, pp. 643-663.

MISQuarterly19: 2), 95, pp. 237-246.