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Cited by 505Technology Adoption and User BehaviourDigital Marketing and Social MediaPrivacy, Security, and Data Protection

The DOI matches its Crossref record; 62 of the 63 references it cites were found in a registry or an index.

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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Research works printed but not linked: 8

  1. Barclay, D.; Higgins, C.A.; and Thompson, R. The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies: Special Issue on Research Methodology 2, 2 (1995), 285-324.
  2. Berkowitz, E.N.; Kerin, R.A.; Hartley, S.W.; and Rudelins, W. Marketing, 5th ed. Boston: Irwin McGraw-Hill, 1997.
  3. Brewer, M.B. Ethnocentrism and its role in interpersonal trust. In M.B. Brewer and B.E. Collins (eds.)Scientific Inquiry and the Social Sciences. San Francisco: Jossey-Bass, 1981, pp. 345-360.
  4. Kelley, H.H. The process of causal attribution. American Psychologist 6, 2 (1973), 107-112.
  5. Nunnally, J.C. Psychometric Theory, 2d ed. New York: McGraw-Hill, 1978.
  6. Ring, S.M., and Van de Ven, A.H. Structuring cooperating relationships between organizations. Strategic Management Journal 13, 7 (1992), 483-498.
  7. Swan, J.E., and Nolan, J.J. Gaining customer trust: A conceptual guide for the salesperson. Journal of Personal Selling & Sales Management 5, 2 (November 1985), 39-47.
  8. Wold, H. Systems under indirect observation using PLS. In C. Fornell (ed.)A Second Generation of Multivariate Analysis Methods, vol. 1. New York: Praeger, 1982, pp. 325-347.

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Metadata

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
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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