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Online Consumer Trust: A Multi-Dimensional Model

Author

Listed:
  • Felix B. Tan

    (Auckland University of Technology, New Zealand)

  • Paul Sutherland

    (The University of Auckland, New Zealand)

Abstract

Consumer trust is widely heralded as an essential element for the success of electronic commerce, yet the concept itself is still clouded in confusion by the numerous definitions and points of view held across multiple disciplines. It is the aim of this paper to synthesise the viewpoints from across the disciplines and bring them together in a multi-dimensional trust model. It is hoped that in doing so, these broad assortment of views will highlight the true underlying nature of trust in the online environment. From these multiple disciplines, three dimensions of trust emerged: dispositional trust, institutional trust and interpersonal trust, each bringing its own influencing factors into the overall intention to trust. From this model emerged the notion that the consumer as an individual is central to the understanding of trust, and in turn that the individual’s personality and culture form the foundation for the development of trust.

Suggested Citation

  • Felix B. Tan & Paul Sutherland, 2004. "Online Consumer Trust: A Multi-Dimensional Model," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 2(3), pages 40-58, July.
    • Handle: RePEc:igg:jeco00:v:2:y:2004:i:3:p:40-58
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    Cited by:

    1. Lin Xiao & Chuanmin Mi & Yucheng Zhang & Jing Ma, 2019. "Examining Consumers’ Behavioral Intention in O2O Commerce from a Relational Perspective: an Exploratory Study," Information Systems Frontiers, Springer, vol. 21(5), pages 1045-1068, October.
    2. Wei-Lun Chang & Arleen N. Diaz & Patrick C. K. Hung, 2015. "Estimating trust value: A social network perspective," Information Systems Frontiers, Springer, vol. 17(6), pages 1381-1400, December.
    3. Sabo Ahmad & Siti Alida John Abdullah & Rozita Arshad, 2016. "A Model of Citizens’ Participation in Elections Using E-Voting System in Nigeria," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 7(4), pages 170-187.
    4. Roberto P. Q. Falcao & J. B. Ferreira & Murilo Carrazedo Marques da Costa Filho, 2019. "The influence of ubiquitous connectivity, trust, personality and generational effects on mobile tourism purchases," Information Technology & Tourism, Springer, vol. 21(4), pages 483-514, December.
    5. McLean, Graeme & Osei-Frimpong, Kofi & Barhorst, Jennifer, 2021. "Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement," Journal of Business Research, Elsevier, vol. 124(C), pages 312-328.
    6. Li-Wei Liu & Ying-Hsiao Lai & Tsung-Hua Hsieh, 2022. "The Online Betting Behavior of Sport Lottery Consumers," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 14(1), pages 1-18, January.
    7. Jarratt, Denise & Ceric, Arnela, 2015. "The complexity of trust in business collaborations," Australasian marketing journal, Elsevier, vol. 23(1), pages 2-12.
    8. S M A Moin & James F. Devlin & Sally McKechnie, 2017. "Trust in financial services: the influence of demographics and dispositional characteristics," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(2), pages 64-76, June.
    9. Lin Xiao & Bin Fu & Wenlong Liu, 2018. "Understanding consumer repurchase intention on O2O platforms: an integrated model of network externalities and trust transfer theory," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 731-756, December.
    10. Ming-Tsang Lu & Gwo-Hshiung Tzeng & Hilary Cheng & Chih-Cheng Hsu, 2015. "Exploring mobile banking services for user behavior in intention adoption: using new hybrid MADM model," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 541-565, September.
    11. Hsu, Hsuan Yu & Tsou, Hung-Tai, 2011. "Understanding customer experiences in online blog environments," International Journal of Information Management, Elsevier, vol. 31(6), pages 510-523.
    12. Cheng, Julian Ming-Sung & Wang, Edward Shih-Tse & Lin, Julia Ying-Chao & Chen, Lily S.L. & Huang, Wen Hsien, 2008. "Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 420-428.
    13. Wei-Lun Chang & Yi-Pei Chen, 2019. "Way too sentimental? a credible model for online reviews," Information Systems Frontiers, Springer, vol. 21(2), pages 453-468, April.
    14. Koushyar Rajavi & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 651-670.
    15. Osama Sohaib & Kyeong Kang & Mohammad Nurunnabi, 2018. "Gender-Based iTrust in E-Commerce: The Moderating Role of Cognitive Innovativeness," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    16. S M A Moin & James Devlin & Sally McKechnie, 2016. "The magic of branding: The role of ‘pledge’, ‘turn’ and ‘prestige’ in fostering consumer trust in financial services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 113-126, June.
    17. Vianney Judith Robledo Herrera & Elena Patricia Mojica Carrillo & Sofía Elba Vázquez Herrera & Fernando Rey Castillo Villar, 2020. "Influence of Experiential Marketing on Online Engagement of the Consumer in the Fashion Industry in the City of Aguascalientes," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(4), pages 1-8.
    18. Jiayue Guo & Wenqian Zhang & Tiansheng Xia, 2023. "Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust," Sustainability, MDPI, vol. 15(8), pages 1-16, April.

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