Customer behavior and adoption · Structural-equation-model test of a trust-based consumer decision model using Internet purchasing-behavior data collected through a Web survey.
A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents
Dan J. Kim, Donald L. Ferrin, H. Raghav Rao (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems. https://doi.org/10.1016/j.dss.2007.07.001.
Plain-English take
Trust and perceived risk strongly affected purchasing decisions. Disposition to trust, reputation, privacy concerns, security concerns, website information quality, and company reputation strongly affected trust; a third-party seal did not strongly influence trust. For your marketing: Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Structural-equation-model test of a trust-based consumer decision model using Internet purchasing-behavior data collected through a Web survey.
Internet consumers making or considering a purchase from a given B2C Internet site; the publisher abstract identifies the Web-survey consumer context but does not state the sample size on the fetched page.
Based on the publisher-described design and comparison; see the article for complete analysis.
Publisher record was fetched directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
What roles do trust and perceived risk play in B2C online purchasing decisions, and what antecedents affect a consumer's trust and risk toward an online transaction?
Design
Structural-equation-model test of a trust-based consumer decision model using Internet purchasing-behavior data collected through a Web survey.
Sample and setting
Internet consumers making or considering a purchase from a given B2C Internet site; the publisher abstract identifies the Web-survey consumer context but does not state the sample size on the fetched page.
Reported result
What the study found
Trust and perceived risk strongly affected purchasing decisions. Disposition to trust, reputation, privacy concerns, security concerns, website information quality, and company reputation strongly affected trust; a third-party seal did not strongly influence trust.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Not stated on the publisher article-preview page fetched in this run (the page indicates that the full article has a limitations section, but does not expose its contents).
Possible founder application
Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.
Evidence access
Publisher abstract/metadata retrieved; consult the linked paper for full methods and tables.
The ScienceDirect abstract says the authors test the model with structural equation modeling on Web-survey purchasing data and reports strong effects of trust and perceived risk on purchase decisions, while noting that a third-party seal did not strongly influence trust. Direct publisher-page retrieval was recorded on 2026-10-09; profile summarizes the accessible record and does not claim independent review of inaccessible full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.