Information Technology Reference
In-Depth Information
Chapter 2
The Effects of Similarities to Previous Buyers
on Trust and Intention to Buy from E-Commerce
Stores: An Experimental Study Based on the
SVS Model
Tetsuro Kobayashi and Hitoshi Okada
2.1
Introduction
The spread of business-to-customer e-commerce in recent years has led to a
growing body of studies on the role of trust in Internet shopping (Fogg and Tseng
1999
; Fogg et al.
2001
; McKnight
2001
; McKnight and Chervany
2002
; McKnight
et al.
2002
; Gefen et al.
2003a
,
b
; Salam et al.
2005
). Trust concerns people's
perception of a website's trustworthiness in the face of social uncertainties that
remain despite institutional and technological protective structures. Although insti-
tutional and technological advancements continue to secure structural assurance
(McKnight and Chervany
2002
; McKnight et al.
2002
; Gefen et al.
2003b
), system
trust (Grabner-Kr¨uter and Kaluscha
2003
), and calculative-based beliefs (Gefen
et al.
2003b
), lack of trust is still a strong inhibiting factor to the spread of
e-commerce (Wang et al.
1998
; Hoffman et al.
1999
; Jarvenpaa et al.
1999
;
Gefen and Straub
2004
). Therefore, along with the sophistication of the definition
of trust in e-commerce (McKnight and Chervany
2002
; Mayer et al.
1995
;
McKnight et al.
1998
), many studies have investigated the question of how to
build customer trust under the uncertain conditions of online financial transactions
(Grabner-Kr¨uter and Kaluscha
2003
; Corbitt et al.
2003
; Koufaris and Hampton-
Sosa
2004
; Lim et al.
2006
).
There are several research approaches to investigating the trust-building
methodologies in an e-commerce environment. First, several studies have focused
on the sophistication of contents and interfaces of e-commerce websites. For
example, Fogg and colleagues have examined the effectiveness of information in
aiding judgments of a website's trustworthiness when potential customers browse
websites (Fogg and Tseng
1999
; Fogg et al.
2001
,
2003
; Fogg
2002
). Similarly,
other studies have applied the technology acceptance model (TAM) (Davis
1986
,
