Developing and validating trust measures for e commerce
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This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce.
The model includes four high-level constructs—disposition to trust, institution-based trust, trusting beliefs, and trusting intentions—which are further delineated into 16 measurable, literature-grounded subconstructs.
Trust plays a central role in helping consumers overcome perceptions of risk and insecurity.
Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice—behaviors essential to widespread adoption of e-commerce.
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