ACM SIGMIS Database the DATABASE for Advances in Information Systems · 2004 · 308 citations · 36 references
Customer SatisfactionBusiness-to-business ResearchConsumer ResearchSocial InfluenceCommunicationElectronic ChannelOnline Customer BehaviorInternet BankingManagementBusiness-to-consumer MarketingUser AcceptanceTrustMarketingTrust MetricWeb MerchantsTechnology Acceptance ModelInteractive MarketingBusinessTrust ManagementArtsInitial Trust
Delayed adoption of Internet retail is attributed to consumers’ lack of trust in the electronic channel and web merchants, yet few studies have examined trust in information technology as a key determinant of e‑commerce adoption. This study investigates how initial trust in the electronic channel and in the bank influence adoption of Internet banking. Using social network and trust theory, the authors model initial channel trust as a function of propensity‑to‑trust, word‑of‑mouth referrals, and structural assurances, and assess its impact on adoption behavior. Results show that initial channel trust is significantly related to Internet banking adoption, but trust alone is necessary yet not sufficient for adoption.
A possible reason for the delayed acceptance of the Internet as a retail distribution channel may be the lack of trust consumers have in the electronic channel and in the Web merchants. Few prior studies on the adoption of business-to-consumer e-commerce have considered trust in information technology as an important determinant of adoption behavior. This research explicitly encompasses the electronic channel and the merchant as objects to be trusted in a specific e-commerce application, i.e. Internet banking.Our conceptual model posits that initial trust in the electronic channel as a banking medium and trust in bank are the major determinants of adoption behavior. Based on social network theory and trust theory, determinants of trust in the electronic channel such as propensity-to-trust, word-of-mouth (WOM) referrals, structural assurances, are included in the research model.The analyses of independent variables indicated that propensity-to-trust, structural assurances, and relational content of WOM were significant predictors of initial trust in the electronic channel. Our findings also indicated that a significant relationship exists between initial trust in the electronic channel and the adoption of Internet banking. However, further analysis revealed that trust could be a necessary but not a sufficient condition for the adoption of Internet banking.
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Mark Granovetter · American Journal of Sociology · 1973 · 37.8K citations
Not So Different After All: A Cross-Discipline View Of Trust
Denise M. Rousseau, Sim B. Sitkin, Ronald S. Burt et al. · Academy of Management Review · 1998 · 9.9K citations