Buyer behavior · Empirical model test using survey data.
A Trust-Based Consumer Decision-Making Model in Electronic Commerce
Decision Support Systems · 2008
Summary
Trust and perceived risk jointly shape purchase intention; signals about vendor trustworthiness can reduce uncertainty.
For your marketing
Possible founder application
Make security, reliability, policies, and third-party proof visible at high-risk conversion points.
Reported result
What the study found
Trust and perceived risk jointly shape purchase intention; signals about vendor trustworthiness can reduce uncertainty.
Research question
What the authors investigated
How do trust and perceived risk jointly affect electronic-commerce decisions?
Design
Empirical model test using survey data.
Sample and setting
Electronic-commerce buyers evaluating online vendors.
Scope and transfer
Limitations to keep in view
Consumer e-commerce rather than organizational procurement; common-method risk.
Research sources
Publisher abstract/metadata supports the study design, context, and reported finding.