Swift Trust in Web Vendors Journal Article uri icon

Overview

abstract

  • With the growth of product search engines such as pricegrabber.com, Web vendors have many more casual visitors. This research examines how Web vendors may foster “swift trust” as a means to convert casual visitors to paying customers. We examine whether perceptions of Web sites’ appearance features (normality, social presence and third-party links) and functionality features (security, privacy, effort expectancy and performance expectancy) positively relate to swift trust in a Web vendor. Using a quasi-experimental research design, we empirically test the proposed relationships. Based on an analysis of 224 respondents, we found appearance and functionality features explained 61% of the variance in swift trust. The article concludes with a discussion of findings and implications.

publication date

  • January 1, 2009

has restriction

  • closed

Date in CU Experts

  • December 4, 2024 3:52 AM

Full Author List

  • Li X; Rong G; Thatcher JB

author count

  • 3

Other Profiles

International Standard Serial Number (ISSN)

  • 1546-2234

Electronic International Standard Serial Number (EISSN)

  • 1546-5012

Additional Document Info

start page

  • 88

end page

  • 108

volume

  • 21

issue

  • 1