Table A.

1
Online trust: a review of selected studies

Study Topic of analysis Constructs introduced Results

Cheskin and SA (1999) e-Commerce trust study 1. Safeguard assurance This study argues that beyond capturing these features, first and most necessary
2. Marketers’ reputation step in establishing consumer trust is providing assurance that the consumers’
3. Ease of navigation personal information will be safeguarded. The Cheskin/Studio Archetype study’s
4. Robust order fulfilment most important conclusion was that trust deepens or retreats based on
5. Professionalism of the website experience: “Trustworthiness is about experience over time”.
6. State of the art web page design technology
Hoffman et al. (1999) How to build consumers 1. Perceived security Lack of environmental control and control over the use of secondary
online trust? 2. Perceived privacy (more emphasised) information leads to the development of negative perception about security and
privacy concerns respectively.
Dayal et al. (1999) How to build consumers Trust pyramid: Trust is a larger set of “three-dimensional benefits” that consumers are
online trust? 1. State-of-art security demanding. Customers are looking beyond functional benefits (quality and
2. Merchant legitimacy, and price) for processes (better ways to reach and buy) and relationship (trust and
3. Fulfilment, are the core elements of online trust. ongoing communications) benefits.
While
4. Customer control
5. Tone, and
6. Consumer collaboration, are the differentiating
elements
Benassi (1999) Effect of Trust mark Privacy is the number one consumer issue facing the Internet. By disclosing the site’s privacy practices, customers will feel at ease
displayed on the web site regarding their privacy concerns, thus leading to enhanced trust for online transactions.
Culnan and Armstrong Procedural fairness in 1. Procedural fairness Disclosing privacy policies and letting consumer know that fair procedures are
(1999) information privacy policies 2. Self-disclosure of privacy policies applied will lead to reduced perceived privacy concerns. Consumer will be
willing to disclose personal information and have that information subsequently
used to create profiles for marketing use when their concerns about privacy are
addressed by fair procedures.
Gefen (2000) The role of familiarity and 1. Familiarity→trust Luhmann (1988) Studies showed that familiarity with an Internet vendor and its processes and
trust in e-commerce Theory of trust and power trust in the vendor influence the customer’s intention to engage in online
2. Trust disposition→trust Rotter (1967) and shopping. Additionally, familiarity indeed builds trust, but it is primarily
S.Y. Yousafzai et al. / Technovation 23 (2003) 847–860

McKnight et al. (1998) people’s disposition to trust that effect their intentions.
Jarvenpaa et al. (2000) What influence customer’s 1. Perceived size→trust Doney and Cannon (1997) In the study customers recognised differences in size and reputation among
trust? 2. Perceived reputation→trust Doney and Cannon Internet stores, and those differences influences their assessment of store
(1997) trustworthiness and their perception of risk. As well as their willingness to
patronise the store. The study relies on limited models, focused solely on
Internet merchant, use of ad hoc samples, and ignored some important
antecedents.
Gefen and Straub (2000) Managing user trust in B2C 1. P.SPIR→trust, Perceived social presence Social presence effect customer’s trust on e-commerce’s which in turn affects
e-service information richness Luhmann (1988) their intentions to engage in online transactions.
Urban et al. (2000) How to improve online Quantity, quality, and timeliness of information on Suggests the companies to provide virtual advisor, unbiased information, keep
trust? the website promises, and offer reliable fulfilment, in order to improve online trust.
(continued on next page)
857
Table A.1 (continued) 858

Study Topic of analysis Constructs introduced Results

Smith et al. (2000) Indicators of online trust 1. Site longevity The presence of risk because of privacy and security concerns and the spatial
2. Selection of items and temporal separation imposed by the Internet makes trust a crucial element
3. Online community of EC.
4. Links to and from other sites
5. Search engine on the site, and
6. Privacy, are indicators of online trust
Warrington et al. (2000) Gaining competitive Identified, security, privacy, website appearance,
advantage by building trust recognition of company, extended warranty, Trust
in e-commerce Cues, etc. as means of building trust. Propose that
as the relationship matures, enhanced trust will lead
to favourable perceptions, customer loyalty, and
customer retention.
Lee and Turban (2001) Trust model for consumer 1. Perceived trustworthiness (ability, benevolence, Trustworthiness of Internet merchant, trustworthiness of Internet shopping
Internet Shopping integrity) medium and contextual factors are identified as the main antecedents of trust.
2. Trustworthiness of Internet as a transaction Individual trust propensity moderated each of the relationships between the
medium (P. technical competence, P. performance antecedents of trust and trust. These antecedents are fairly broad, additional
level, medium understanding) variable needs to be identified for measuring them. Relationship of risk and
3. Infrastructural factors (P. certification trust is ignored.
effectiveness, P. security effectiveness)
4. Other factors
5. Trust propensity (mediator)
Ridings et al. (2002) Antecedent and effect of 1. Perceived responsiveness Study showed that trust has a both downstream effect on members’ intentions to
trust in virtual communities 2. Trust disposition give and specially to get information through the virtual community. It suggests
3. Others’ confiding personal information that trust is composed of two dimensions, ability and a combined integrity/
benevolence. These beliefs in turn are predicted by the behaviour of other
community members i.e. responsiveness and confiding behaviour.
Gefen (2002) Relationship between 1. SERVQUAL In online environment, service quality through increased trust contributes to the
consumer trust and loyalty 2. Perceived risk creation of loyal customers. In case of veteran customer and established online
in e-commerce 3. Customer loyalty vendor, customer loyalty is primarily the product of service quality and trust
S.Y. Yousafzai et al. / Technovation 23 (2003) 847–860

Ba and Pavlou (2002) Effect of feedback 1. Feedback mechanisms Positive economic out comes such as increased price premiums are based to a
mechanism on trust in 2. Price premiums considerable degree on customers’ trust on sellers’ credibility.
electronic markets 3. Product prices
Belanger et al. (2002) Trust indices: This study proposes that for the future growth of B2C e-commerce barriers of
1. Third party privacy seals security and privacy concerns must be torn down. It suggests further research to
2. Privacy statements understand how security and privacy concerns works and why they exist.
3. Third party security seals
4. Security features
McKnight et al. (2002) 1. Structural assurance Trust is defined as a multi-dimensional construct with two inter-related
2. Perceived web reputation, and components, trusting beliefs (perception of competence, benevolence and
3. Perceived web quality integrity of the vendor), and trusting intentions (willingness to depend). Three
factors are proposed for building trust in the vendor: structural assurance,
perceived web reputation, and perceived web quality.
Mukherjee and Nath Trust in online relationship 1. Shared values Suggest that shared value, reputation, security and privacy are the important
(2003) banking 2. Communication, and determinant of trust and lead to relationship commitment.
3. Opportunistic behaviour