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Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies

Lim, Kai H., Sia, Choon Ling, Lee, Matthew K.O., Benbasat, Izak·2006·Journal of Management Information Systems

DOI 10.2753/mis0742-1222230210

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Abstract

This research investigates the effectiveness of various trust-building strategies to influence actual buying behavior in online shopping environments, particularly for first-time visitors to an Internet store that does not have an established reputation. Drawing from the literature on trust, we developed a model of how trust-building strategies could affect trust and the consequences of trust. We investigated two trust-building strategies: portal association (based on reputation categorization and trust transference) and satisfied customer endorsements (based on unit grouping, reputation categorization, and trust transference). A series of two studies was conducted at a large public university in Hong Kong. The first study employed a laboratory experiment to test the model in an online bookstore environment, using a real task that involves actual book purchases. Of the two strategies investigated, satisfied customer endorsement by similar peers, but not portal association, was found to increase consumers' trusting beliefs about the store. This, in turn, positively influenced consumers' attitudes toward the store and their willingness to buy from the store, which ultimately led to actual buying behaviors. To gather further insights on the two Web strategies investigated, a second study was conducted using a questionnaire survey approach. Overall, the findings corroborated those in the first study. Specifically, it shows that endorsements by similar (local, nonforeign) peers, but not by dissimilar (foreign) peers, were effective means of developing trust among first-time visitors to online stores.

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Authors: Lim, K. H., Sia, C. L., Lee, M. K. O., & Benbasat, I.
Affiliations: City University of Hong Kong (HK)
University of British Columbia (CA)
ORCID: Lim, Kai H.
Sia, Choon Ling
Lee, Matthew K.O.
Benbasat, Izak
Venue: Journal of Management Information Systems
Publisher: Informa UK Limited
Published: 2006-10
Volume: 23
Issue: 2
Pages: 233-266
ISSN: 0742-1222 (ISSN-L)
1557-928X
DOI: 10.2753/mis0742-1222230210
OpenAlex: W2083365829
Cited by: 505
References: 63
Citations by year: 2026: 13 · 2025: 20 · 2024: 26 · 2023: 27 · 2022: 28 · 2021: 20 · 2020: 21 · 2019: 26 · 2018: 37 · 2017: 30 · 2016: 20 · 2015: 33 · 2014: 32 · 2013: 34 · 2012: 30
FWCI: 40.33
Type: journal article
Language: en
Open access: closed
Locations: Journal of Management Information Systems (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Keywords: online trust, trust-building strategies, online shopping, first-time visitors, online store, peer similarity, reputation, purchase intention, online bookstores

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Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies

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