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Dissertation Information for Michael Cress

NAME:
- Michael Cress

DEGREE:
- Ph.D.

DISCIPLINE:
- Library and Information Science

SCHOOL:
- University of Hawaii (USA) (2006)

ADVISORS:
- Raymond Panko

COMMITTEE MEMBERS:
- Joung Im Kim
- Dan J. Wedemeyer
- Shuqiang Zhang
- John William Engel

MPACT Status: Fully Complete

Title: The role of structural assurances for the personal computer in e-commerce consumer trust building and intention to make online transactions

Abstract: Trust is an important element in business relationships. For e-commerce consumers, lack of trust has been identified as a major impediment to purchase intentions. This research replicates and extends Gefen, Karahanna and Straub's (2003a) article, "Trust and TAM in Online Shopping: An Integrated Model." Gefen et al. (2003a) combined the Technology Acceptance Model (TAM) described by Davis (1989) with trust in an attempt at modeling factors that influence consumer e-commerce intentions. In their study, trust was theorized to be influenced by four distinct trust antecedents: calculative based, structural assurances, situational normality, and familiarity. The main objectives of the present study are to extend the use of structural assurances to include the consumer's personal computer, and to increase the understanding of trust within an e-commerce context. Structural assurance is defined as the perception of success a person has in a situation based upon safety nets, guarantees, and other regulations that exist within that situation. Structural assurances have been shown to build trust levels in individuals (McKnight, Cummings and Chervany, 1998; Shapiro, 1987; Zucker, 1986). While many studies have shown the effectiveness of structural assurances used by web vendors, no studies have examined the importance of structural assurances on the consumer's personal computer.

This research aims to make several important practical and theoretical contributions. Practically, this study demonstrates that structural assurances have a greater role in determining trust, and that they can be used to assure all the parts of an e-commerce system with which consumers have uncertainty. Knowing this, web merchants and other third party software providers can start providing a wider variety of assurances to build consumer trust in e-commerce. Theoretical contributions include extending Gefen et al. (2003a) in several areas. First, a greater understanding of trust and its antecedents is gained by including e-commerce system aspects. Second, the variable perceived risk is introduced into the model as a mediator between trust and behavior intention. This research provides a more thorough understanding of the variables a consumer faces in an e-commerce transaction.


MPACT Scores for Michael Cress

A = 0
C = 0
A+C = 0
T = 0
G = 0
W = 0
TD = 0
TA = 0
calculated 2008-01-31 06:31:00

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Students under Michael Cress

ADVISEES:
- None

COMMITTEESHIPS:
- None