Cited by 452Technology Adoption and User BehaviourCustomer Service Quality and LoyaltyPrivacy, Security, and Data Protection

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A Comparison of Online Trust Building Factors between Potential Customers and Repeat Customers

National University of Singapore, Singapore, Kim, Hee-Woong, Xu, Yunjie, National University of Singapore, Singapore, Koh, Joon, Samsung Electronics·2004·Journal of the Association for Information Systems

DOI 10.17705/1jais.00056

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Abstract

While vendors on the Internet may have enjoyed an increase in the number of clicks on their Web sites, they have also faced disappointments in converting these clicks into purchases. Lack of trust is identified as one of the greatest barriers inhibiting Internet transactions. Thus, it is essential to understand how trust is created and how it evolves in the Electronic Commerce (EC) context throughout a customer's purchase experience with an Internet store. As the first step in studying the dynamics of online trust building, this research aims to compare online trust-building factors between potential customers and repeat customers. For this purpose, we classify trust in an Internet store into potential customer trust and repeat customer trust, depending on the customer's purchase experience with the store. We find that trust building differs between potential customers and repeat customers in terms of antecedents. We also compare the effects of shared antecedents on trust between potential customers and repeat customers. We find that customer satisfaction has a stronger effect on trust building for repeat customers than other antecedents. We discuss the theoretical reasons for the differences and the implications of our research.

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Authors: National University of Singapore, S., Kim, H.-W., Xu, Y., National University of Singapore, S., Koh, J., & Electronics, S.
Affiliations: National University of Singapore (SG)
Corresponding author: Koh, Joon
ORCID: Kim, Hee-Woong
Xu, Yunjie
Koh, Joon
Venue: Journal of the Association for Information Systems
Publisher: Association for Information Systems
Published: 2004-10
Volume: 5
Issue: 10
Pages: 392-420
ISSN: 1536-9323 (ISSN-L)
DOI: 10.17705/1jais.00056
OpenAlex: W2293834668
Cited by: 452
References: 70
Citations by year: 2026: 11 · 2025: 15 · 2024: 14 · 2023: 17 · 2022: 27 · 2021: 27 · 2020: 27 · 2019: 31 · 2018: 37 · 2017: 26 · 2016: 37 · 2015: 31 · 2014: 23 · 2013: 30 · 2012: 18
FWCI: 16.28
Type: journal article
Language: en
Open access: closed
Locations: Journal of the Association for Information Systems (publishedVersion)
Journal of the Association for Information Systems (submittedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Keywords: e-commerce, potential customers, repeat customers, customer satisfaction, antecedents of trust, online store, online purchase decision

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A Comparison of Online Trust Building Factors between Potential Customers and Repeat Customers

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