Dissertation Information for Michael CressNAME:
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SCHOOL: ADVISORS: COMMITTEE MEMBERS: 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. |
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