标题：Online trust between inexperienced consumers and experienced consumers: An empirical study
作者：Wang, Haiping ;Hu, Zhengming
作者机构：[Wang, Haiping ] School of Statistics and Mathematics, Shandong University of Finance, Jinan, China;[Hu, Zhengming ] Management School, Shandong Unive 更多
会议名称：2009 2nd International Conference on Future Information Technology and Management Engineering, FITME 2009
会议日期：13 December 2009 through 14 December 2009
来源：2009 2nd International Conference on Future Information Technology and Management Engineering, FITME 2009
关键词：Experienced consumers; Inexperienced consumers; Online initial trust; Online ongoing trust; SEM
摘要：Trust is critical for the growth of e-commerce. For consumers with or without experience, this study examines the influencing factors on online initial trust and ongoing trust by conducting an empirical test involving 800 participants with Structure Equation Modeling (SEM). The results suggest the effects of perceived information quality on initial trust is significant, but its effect on ongoing trust is not; perceived system quality influences ongoing trust significantly but doesn't on initial trust; perceived reputation and institution-based trust antecedents (situational normality and structure assurance) have significant effects on both initial and ongoing trust. Limitation and future research are further discussed. © 2009 IEEE.