Communications of the ACM
Trust Transfer on the World Wide Web
Organization Science
Developing and Validating Trust Measures for e-Commerce: An Integrative Typology
Information Systems Research
Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption
Information Systems Research
Building Effective Online Marketplaces with Institution-Based Trust
Information Systems Research
Trustworthiness in B2C e-commerce: an examination of alternative models
ACM SIGMIS Database
Price as a Stimulus to Think: The Case for Willful Overpricing
Marketing Science
Information Systems Research
Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies
Journal of Management Information Systems
A Trust Model for Consumer Internet Shopping
International Journal of Electronic Commerce
International Journal of Electronic Commerce
Individual Trust in Online Firms: Scale Development and Initial Test
Journal of Management Information Systems
International Journal of Electronic Commerce
Journal of Management Information Systems
Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty
Journal of Management Information Systems
Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture
Journal of Management Information Systems
Journal of Management Information Systems
In Justice We Trust: Predicting User Acceptance of E-Customer Services
Journal of Management Information Systems
Journal of Management Information Systems
Dynamics of Trust Revision: Using Health Infomediaries
Journal of Management Information Systems
Designs for effective implementation of trust assurances in internet stores
Communications of the ACM
Trust and TAM in online shopping: an integrated model
MIS Quarterly
Designs for effective implementation of trust assurances in internet stores
Communications of the ACM
Consumer trust and distrust: An issue of website design
International Journal of Human-Computer Studies
Can visible cues in search results indicate vendors' reliability?
Decision Support Systems
How to improve consumer attitudes toward using credit cards online: An experimental study
Electronic Commerce Research and Applications
The impact of electronic word-of-mouth communication: A literature analysis and integrative model
Decision Support Systems
Journal of Organizational and End User Computing
Computers in Human Behavior
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The research question examined in this paper is whether or not product price can be used as a proxy to predict how customers' trust will be influenced by different trust-assuring arguments displayed on a business-to-consumer e-commerce Web site. Drawing from the elaboration likelihood model (ELM) and Toulmin's model of argumentation, we examine the effects on consumer trust of two levels of source and two levels of content factors, under two levels of product price, in a laboratory experiment with 128 subjects. Product price was predicted as a moderating factor that would influence the customer's motivation to scrutinize more closely the content of the trust-assuring arguments. The results suggest that customers are more influenced by the content of trust-assuring arguments when the price of a product is relatively high than when it is relatively low. Presumably, Internet stores employ a third party's trust-assuring arguments because customers are less likely to trust an unknown Internet store's own trust-assuring arguments. However, the results paradoxically may imply that when customers have more at stake (e.g., buying a high-price product), they do not necessarily have to rely only on an independent third-party source to form high trust beliefs about the store. When customers purchase a high-price product, they seem to form trusting beliefs by scrutinizing argument content rather than by depending on heuristic cues (e.g., an independent party's opinion) as the ELM would predict.