A separate and distinct interaction with both the actual e-vendor and with its IT Web site interface is at the heart of online shopping Previous research has established, accordingly, that online purchase intentions are the product of both consumer assessments of the IT itself-specifically its perceived usefulness and ease-of-use (TAM)-and trust in the e-vendor But these perspectives have been examined independently by IS researchers Integrating these two perspectives and examining the factors that build online trust in an environment that lacks the typical human interaction that often leads to trust in other circumstances advances our understanding of these constructs and their linkages to behavior

Our research on experienced repeat online shoppers shows that consumer trust is as important to online commerce as the widely accepted TAM use-antecedents, perceived usefulness and perceived ease of use Together these variable sets explain a considerable proportion of variance in intended behavior The study also provides evidence that online trust is built through (1) a belief that the vendor has nothing to gain by cheating, (2) a belief that there are safety mechanisms built into the Web site, and (3) by having a typical interface, (4) one that is, moreover, easy to use

Trust and TAM in online shopping: an integrated model

物件導向軟體之架構(Object-Oriented Software Construction)探討

This paper aims to predict consumer acceptance of e-commerce by proposing a set of key drivers for engaging consumers in on-line transactions. The primary constructs for capturing consumer acceptance of e-commerce are intention to transact and on-line transaction behavior. Following the theory of reasoned action (TRA) as applied to a technology-driven environment, technology acceptance model (TAM) variables (perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. The practical utility of TAM stems from the fact that e-commerce is technology-driven. The proposed model integrates trust and perceived risk, which are incorporated given the implicit uncertainty of the e-commerce environment. The proposed integration of the hypothesized independent variables is justified by placing all the variables under the nomological TRA structure and proposing their interrelationships. The resulting research model is tested using data from two empirical studies. The first, exploratory study comprises three experiential scenarios with 103 students. The second, confirmatory study uses a sample of 155 on-line consumers. Both studies strongly support the e-commerce acceptance model by validating the proposed hypotheses. The paper discusses the implications for e-commerce theory, research, and practice, and makes several suggestions for future research.

Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model

Evidence suggests that consumers often hesitate to transact with Web-based vendors because of uncertainty about vendor behavior or the perceived risk of having personal information stolen by hackers. Trust plays a central role in helping consumers overcome perceptions of risk and insecurity. Trust makes consumers comfortable sharing personal information, making purchases, and acting on Web vendor advice--behaviors essential to widespread adoption of e-commerce. Therefore, trust is critical to both researchers and practitioners. Prior research on e-commerce trust has used diverse, incomplete, and inconsistent definitions of trust, making it difficult to compare results across studies. This paper contributes by proposing and validating measures for a multidisciplinary, multidimensional model of trust in e-commerce. The model includes four high-level constructs--disposition to trust, institution-based trust, trusting beliefs, and trusting intentions--which are further delineated into 16 measurable, literature-grounded subconstructs. The psychometric properties of the measures are demonstrated through use of a hypothetical, legal advice Web site. The results show that trust is indeed a multidimensional concept. Proposed relationships among the trust constructs are tested (for internal nomological validity), as are relationships between the trust constructs and three other e-commerce constructs (for external nomological validity)--Web experience, personal innovativeness, and Web site quality. Suggestions for future research as well as implications for practice are discussed.

Developing and Validating Trust Measures for e-Commerce: An Integrative Typology

The Social Psychology of Organizations.

The study reported here raises some questions about the conventional wisdom that the Internet creates a “level playing field” for large and small retailers and for retailers with and without an established reputation. In our study, consumers recognized differences in size and reputation among Internet stores, and those differences influenced their assessments of store trustworthiness and their perception of risk, as well as their willingness to patronize the store. After describing our research methods and results, we draw some implications for Internet merchants.

/pdf/consumer-trust-in-an-internet-store-vd5c7ssi3u.pdf

Consumer trust in an Internet store

Over the last decade, ‘user experience’ (UX) became a buzzword in the field of human – computer interaction (HCI) and interaction design. As technology matured, interactive products became not only more useful and usable, but also fashionable, fascinating things to desire. Driven by the impression that a narrow focus on interactive products as tools does not capture the variety and emerging aspects of technology use, practitioners and researchers alike, seem to readily embrace the notion of UX as a viable alternative to traditional HCI. And, indeed, the term promises change and a fresh look, without being too specific about its definite meaning. The present introduction to the special issue on ‘Empirical studies of the user experience’ attempts to give a provisional answer to the question of what is meant by ‘the user experience’. It provides a cursory sketch of UX and how we think UX research will look like in the future. It is not so much meant as a forecast of the future, but as a proposal – a stimulus for further UX research.

/pdf/user-experience-a-research-agenda-hedarvm89l.pdf

User experience - a research agenda

Many have speculated that trust plays a critical role in stimulating consumer purchases over the Internet. Most of the speculations have rallied around U.S. consumers purchasing from U.S.–based online merchants. The global nature of the Internet raises questions about the robustness of trust effects across cultures. Culture may also affect the antecedents of consumer trust; that is, consumers in different cultures might have differing expectations of what makes a web merchant trustworthy. Here we report on a cross-cultural validation of an Internet consumer trust model. The model examined both antecedents and consequences of consumer trust in a Web merchant. The results provide tentative support for the generalizability of the model.

Consumer Trust in an Internet Store: A Cross‐Cultural Validation

https://www.ise.bgu.ac.il/faculty/noam/papers/00_nt_ask_di_iwc.pdf

What is beautiful is usable

Despite its centrality to human thought and practice, aesthetics has for the most part played a petty role in human-computer interaction research. Increasingly, however, researchers attempt to strike a balance between the traditional concerns of human-computer interaction and considerations of aesthetics. Thus, recent research suggests that the visual aesthetics of computer interfaces is a strong determinant of users' satisfaction and pleasure. However, the lack of appropriate concepts and measures of aesthetics may severely constraint future research in this area. To address this issue, we conducted four studies in order to develop a measurement instrument of perceived web site aesthetics. Using exploratory and confirmatory factor analyses we found that users' perceptions consist of two main dimensions, which we termed "classical aesthetics" and "expressive aesthetics". The classical aesthetics dimension pertains to aesthetic notions that presided from antiquity until the 18th century. These notions emphasize orderly and clear design and are closely related to many of the design rules advocated by usability experts. The expressive aesthetics dimension is manifested by the designers' creativity and originality and by the ability to break design conventions. While both dimensions of perceived aesthetic are drawn from a pool of aesthetic judgments, they are clearly distinguishable from each other. Each of the aesthetic dimensions is measured by a five-item scale. The reliabilities, factor structure and validity tests indicate that these items reflect the two perceived aesthetics dimensions adequately.

Noam Tractinsky

Papers

Consumer trust in an Internet store

User experience - a research agenda

Consumer Trust in an Internet Store: A Cross‐Cultural Validation

What is beautiful is usable

Assessing dimensions of perceived visual aesthetics of web sites