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Digital Natives and Digital Immigrants : Differences in Online Trust Formation

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abstract Online applications support and affect an extensive variety of today's social and business interactions. Trust has been identified as a key prerequisite for the acceptance and adoption of online services or applications. Research has come a long way in exploring antecedents and drivers of online trust. A range of authors have hypothesized that user characteristics, such as web experience and demographics, impact online trust formation. Based upon a survey among German internet users, we differentiate two user groups, "Digital Natives" and "Digital Immigrants", and find significant differences in their trust formation. While "Digital Natives" look for a balance in perceived risk and benefit as well as convincing third party endorsements when choosing an online service, "Digital Immigrants" are more interested in large, well-established providers with a recognizable offline presence.
   
type conference paper (English)
   
keywords Online Trust, Initial Trust, e-Business, Privacy, Security
   
name of conference 72nd Annual Meeting of the Academy of Management 2012 (Boston)
date of conference 3-8-2012
title of proceedings The Informal Economy
page(s) 37
volume / edition Session 767
publisher Academy of Management (Chicago)
review double-blind review
   
profile area SoM - Business Innovation
citation Hoffmann, C. P., von Kaenel, A., Lutz, C., & Meckel, M. (2012). Digital Natives and Digital Immigrants: Differences in Online Trust Formation. In The Informal Economy, Session 767, pp.37. Chicago: Academy of Management.