Trust and Tam in Online Shopping: an Integrated Model

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Trust and TAM in Online Shopping: An Integrated Model
Author(s): David Gefen, Elena Karahanna and Detmar W. Straub Reviewed work(s):
Source: MIS Quarterly, Vol. 27, No. 1 (Mar., 2003), pp. 51-90 Published by: Management Information Systems Research Center, University of Minnesota Stable URL: http://www.jstor.org/stable/30036519 .

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a
i
Gefenet al./TrustndTAMn Online hopping
S

MIS

arter

RESEARCH ARTICLE

INONLINESHOPPING:
TRUSTANDTAM
AN INTEGRATED ODEL1
M
Abstract

By: David Gefen

Department of Management
LeBow College of Business
Drexel University
101 North 33rdStreet

Philadelphia, PA 19104-2875
U.S.A.
gefend@drexel.edu
Elena Karahanna
Management InformationSystems
Department
TerryCollege of Business
University of Georgia
Athens, GA 30602
U.S.A.
ekarah@terry.uga.edu
DetmarW. Straub
Robinson College of Business
Georgia State University
Atlanta, GA 30302-4015
U.S.A.
dstraub@gsu.edu

f
W
w
s
e
Robert .Zmud astheacceptingenior ditororthis
paper.
1

A separate and distinctinteractionwithboth the
actual e-vendor and withits IT Website interface
is at the heart of online shopping. Previous
research has established, accordingly, hatonline
t
purchase intentions are the product of both
consumer assessments of the IT itself-specifically its perceived usefulness and ease-of-use (TAM)-and trustin the e-vendor. But these perspectives have been examinedindependentlyby IS researchers.Integratinghese twoperspectives

t
and examiningthe factorsthatbuildonlinetrustin
an environment hatlacks the typicalhumanintert
action that often leads to trust in other circumstances advances our understandingof these constructsand theirlinkages to behavior.
Our research on experienced repeat online
shoppers shows that consumer trustis as important to online commerce as the widelyaccepted TAM se-antecedents, perceived usefulness and
u
perceived ease of use. Togetherthese variable
o
sets explaina considerableproportion f variance
in intendedbehavior. Thestudyalso providesevidence that online trustis builtthrough(1) a belief that the vendor has nothingto gain by cheating,
(2) a belief thatthere are safety mechanisms built
into the Web site, and (3) by having a typical
interface,(4) one that is, moreover,easy to use.
f
Keywords: E-commerce,trust,TAM, amiliarity,
cognition-based trust, trust building processes,
Net-enhanced B2C systems

V
2003
MISQuarterlyol.27 No. 1, pp. 51-90/March

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51

i
Gefen et al./Trust nd TAMn OnlineShopping
a

ISRLCategories: GB02, GB03, GB07

Introduction
f
Retainingcustomers is a financialimperative or
electronic vendors (e-vendors), especially as
attractingnew customers is considerably more
b
expensive thanforcomparable,traditional, ricksand-mortartores (Reichheldand Schefter2000). s
What, then, makes customers return to an evendor? Research has used many avenues to look at this, includingexplanationsbased on trust
(Gefen 2000;...
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