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Cited by 970Technology Adoption and User BehaviourCustomer Service Quality and LoyaltyConsumer Behavior and Marketing Influence

Inexperience and experience with online stores: the importance of TAM and trust

Gefen, D., Karahanna, E., Straub, D.W.·2003·IEEE Transactions on Engineering Management
DOI 10.1109/tem.2003.817277
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Abstract

An e-vendor's website inseparably embodies an interaction with the vendor and an interaction with the IT website interface. Accordingly, research has shown two sets of unrelated usage antecedents by customers: (1) customer trust in the e-vendor and (2) customer assessments of the IT itself, specifically the perceived usefulness and perceived ease-of-use of the website as depicted in the technology acceptance model (TAM). Research suggests, however, that the degree and impact of trust, perceived usefulness, and perceived ease of use change with experience. Using existing, validated scales, this study describes a free-simulation experiment that compares the degree and relative importance of customer trust in an e-vendor vis-a-vis TAM constructs of the website, between potential (i.e., new) customers and repeat (i.e., experienced) ones. The study found that repeat customers trusted the e-vendor more, perceived the website to be more useful and easier to use, and were more inclined to purchase from it. The data also show that while repeat customers' purchase intentions were influenced by both their trust in the e-vendor and their perception that the website was useful, potential customers were not influenced by perceived usefulness, but only by their trust in the e-vendor. Implications of this apparent trust-barrier and guidelines for practice are discussed.

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Authors
Gefen, D., Karahanna, E., & Straub, D. W.
Affiliations
  • Drexel University (US)
  • University of Georgia (US)
  • Georgia State University (US)
ORCID
Venue
IEEE Transactions on Engineering Management
Publisher
Institute of Electrical and Electronics Engineers (IEEE)
Published
2003-08
Volume
50
Issue
3
Pages
307-321
ISSN
  • 0018-9391 (ISSN-L)
  • 1558-0040
DOI
10.1109/tem.2003.817277
OpenAlex
W2151845630
Cited by
965
References
90
Citations by year
2026: 29 · 2025: 40 · 2024: 39 · 2023: 47 · 2022: 41 · 2021: 68 · 2020: 35 · 2019: 42 · 2018: 46 · 2017: 39 · 2016: 40 · 2015: 49 · 2014: 63 · 2013: 50 · 2012: 62
FWCI
36.66
Type
journal article
Language
en
Open access
closed
Licence
Locations
IEEE Transactions on Engineering Management (publishedVersion)
Topics
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
online store, e-commerce, consumer trust, technology acceptance model, perceived usefulness, perceived ease of use, customer experience, repeat customers, new customers, purchase intention

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