A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

For your marketing

Possible founder application

Use it as a product, platform or behavior mechanism reference rather than a direct forecast for a SaaS funnel.

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.

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.

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).

Research sources

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.