Conference paper
Measures of Trust in the Online Context: An Empirical Investigation
Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-9
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
Australian and New Zealand Marketing Academy (ANZMAC)
2006
Abstract
This study identifies measures of trust and investigates whether any of these measures are more important than others in consumers' perceptions of the online buying decision process. Depth interviews, focus groups and a field survey approach were used to complete this study. The results are based on responses received from Australian consumers (n=140). The results suggest that online trust develops as a function of trust in the medium and the vendor and the consumer's confidence in the protection of one's privacy. The study also found that these attributes are more important antecedents of online trust than a well-known brand, ease of use of the website or the perceived usefulness of the retail channel. The implications for practice are also discussed.
Details
- Title
- Measures of Trust in the Online Context: An Empirical Investigation
- Authors
- Richard J Croome (Author) - University of the Sunshine Coast - Faculty of BusinessBishnu Sharma (Author) - University of the Sunshine Coast - Faculty of BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- Y Ali (Editor)M van Dessel (Editor)
- Publication details
- Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference, pp.1-9
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2006 (Brisbane, Australia, 04-Dec-2006–06-Dec-2006)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2006
- ISBN
- 1741071593
- Copyright note
- Copyright © 2006 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449890302621
- Output Type
- Conference paper
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