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Title: |
Examining the Determinants of Online Consumers’ Initial Trust |
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Source: |
International Conference on Engineering and Business Management 2012(Part 5 Innovative Technology)
(pp 3234-3237)
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Author(s): |
Zhiyu Chen, School of Management, Henan University of Technology, Zhengzhou, China;China Center for Industrial Security Research, Beijing Jiaotong University, Beijing, China |
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Abstract: |
Due to the high perceived risk and the low switching cost, building consumers’ initial trust is crucial for online vendors. Drawing on the elaboration likelihood model (ELM), we examined the factors affecting online consumers’ initial trust building. The results show that initial trust develops along dual routes, including a central route represented by argument quality and a peripheral route represented by source credibility. Self-efficacy as the elaboration likelihood positively moderates the effect of argument quality on initial trust. In addition, we also found the significant effects of two cultural variables including uncertainty avoidance and individualism on initial trust.
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