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Modeling and testing consumers’ overall trust in e-commerce based on trust production antecedents

Emek, Fikri Uğu
E-commerce is a platform that grows in parallel with the widespread use of internet among consumers and offers various benefits to internet users. Literature suggests that trust is in many cases the key aspect to determine the level of a user-vendor relationship in e-commerce. Numerous models for trust in e-commerce have been produced so far. However, none of them have tested consumer trust in e-commerce based on characteristic-based, process-based, and institution-based trust. In this thesis, these three elements of trust are examined as antecedents of overall trust in e-commerce. Accordingly, the effects of consumers’ overall trust in e-commerce on the intention to share personal information and continuance intention on a website were measured. Based on the survey conducted with 170 participants from Turkey, characteristic-based, process-based and institution-based trust were found to have positive effects on overall consumer trust in e-commerce. While overall trust had a significant impact on the desire to continue to use the website, it had no effect on the willingness to disclose personal information. The findings were compared with other studies and recommendations were presented.