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Core Cues in Initial Trust Formation : Exploring Differences between Online Business Models

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abstract The formation of trust has been identified as a key success factor for online business: Users' willingness to provide personal data is a prerequisite for online transactions. This holds especially true in the earliest stage of a business relationship, when users transact with an online service for the first time. Among the drivers of initial trust identified in the trust literature are features of the online business that signal its trustworthiness to potential users, i.e. trust cues. This paper will identify core cues in the formation of initial trust based on a survey of 1'294 German internet users. The relevance of these cues will subsequently be differentiated by four distinct B2C business models.
   
type conference paper (English)
   
keywords Online Trust, Initial Trust, e-Business, Privacy, Security
   
name of conference 71st Annual Meeting of the Academy of Management 2011 (San Antonio)
date of conference 15-8-2011
title of proceedings West meets East: Enlightening, Balancing, Transcending
page(s) 40
volume / edition Session Paper 1552
publisher Academy of Management (New York)
review double-blind review
   
citation Hoffmann, C. P., von Kaenel, A., Meckel, M., & Suphan, A. (2011). Core Cues in Initial Trust Formation: Exploring Differences between Online Business Models. In West meets East: Enlightening, Balancing, Transcending, Session Paper 1552, pp.40. New York: Academy of Management.