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Digital Natives or Digital Immigrants? : The Impact of User Characteristics on Online Trust
Journal
Journal of Management Information Systems
ISSN
0742-1222
ISSN-Digital
1557-928X
Type
journal article
Date Issued
2015-03-11
Abstract
Previous research suggests that user characteristics such as web experience
and demographics may affect online trust. Drawing on social cognitive theory,
we explore the moderating effect of user characteristics on online trust. Based on a
survey of German Internet users, we differentiate three groups by age, web experience,
and education. We term these groups digital natives, digital immigrants, and
naturalized digitals. A multiple-group analysis reveals significant differences in trust
formation, particularly in the cues considered in the evaluation of online services.
Whereas a large user base inspires confidence in digital natives, naturalized digitals
are more geared toward familiar brands and recommendations. Digital immigrants
most critically weigh the risks of a transaction against its benefits. We argue that
specific user characteristics are associated with distinct cognitive schemata, implying
distinct interests and evaluations in online transactions. Online services should
differentiate their signaling efforts according to the targeted customer group.
and demographics may affect online trust. Drawing on social cognitive theory,
we explore the moderating effect of user characteristics on online trust. Based on a
survey of German Internet users, we differentiate three groups by age, web experience,
and education. We term these groups digital natives, digital immigrants, and
naturalized digitals. A multiple-group analysis reveals significant differences in trust
formation, particularly in the cues considered in the evaluation of online services.
Whereas a large user base inspires confidence in digital natives, naturalized digitals
are more geared toward familiar brands and recommendations. Digital immigrants
most critically weigh the risks of a transaction against its benefits. We argue that
specific user characteristics are associated with distinct cognitive schemata, implying
distinct interests and evaluations in online transactions. Online services should
differentiate their signaling efforts according to the targeted customer group.
Language
English
Keywords
e-business
online trust
trust cues
web user characteristics
website
signaling
signaling
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Sharpe
Publisher place
Armonk, NY
Volume
31
Number
3
Start page
138
End page
171
Pages
34
Subject(s)
Division(s)
Eprints ID
239803