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An Information Model for a Merchant Trust Agent in Electronic Commerce
IDEAL '02 Proceedings of the Third International Conference on Intelligent Data Engineering and Automated Learning
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ICEC '05 Proceedings of the 7th international conference on Electronic commerce
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Internet transactions: perceptions of personal risk
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International Journal of Information Technology and Management
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Social Science Computer Review
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International Journal of Information Management: The Journal for Information Professionals
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Information Resources Management Journal
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International Journal of Information Communication Technologies and Human Development
Testing alternative models of individuals' social media involvement and satisfaction
Computers in Human Behavior
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Telematics and Informatics
Advice sharing between paired users in online travel planning
Journal of Theoretical and Applied Electronic Commerce Research
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E-commerce success, especially in the business-to-consumer area, is determined in part by whether consumers trust sellers and products they cannot see or touch, and electronic systems with which they have no previous experience. This paper describes a theoretical model for investigating the four main antecedent influences on consumer trust in Internet shopping, a major form of business-to-consumer e-commerce: trustworthiness of the Internet merchant, trustworthiness of the Internet as a shopping medium, infrastructural (contextual) factors (e.g., security, third-party certification), and other factors (e.g., company size, demographic variables). The antecedent variables are moderated by the individual consumer's degree of trust propensity, which reflects personality traits, culture, and experience. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. Some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model. The findings indicate that merchant integrity is a major positive determinant of consumer trust in Internet shopping, and that its effect is moderated by the individual consumer's trust propensity.