| The purpose of this quantitative study was to measure six trust-related factors hypothesized to play essential roles in business-to-consumer e-commerce. The dependent variable was intention to use a Web site (USE). Independent variables were trust (TE), subjective norms (SN), perceived usefulness (PU), perceived ease of use (PEOU), computer self-efficacy (SE), and computer anxiety (CA). All variables were used in prior studies, making this study partially confirmatory. A secondary purpose was to help improve Web site content and associated business practices. Using an adult data panel, potential participants were randomly solicited via e-mail to complete a questionnaire. Findings included the demographic profile being that of an educated, middle-aged Caucasian female possessing moderate family income, computer and Internet search skills, wired broadband access, and a penchant for online purchasing (n = 242). Within the high-trust context of online banking, findings also included that all independent variables exhibited a significant relationship with the USE variable. Using LISREL structural equation modeling software maximum likelihood estimation technique at a .05 significance level for data analysis, significant relationships between USE and each latent variable were found. Estimated USE-based covariances were: TE = .58, PU = .49, PEOU = .43, SN = .54, CA = -.08, and SE = .22. Fit index performance was mixed when compared to commonly cited thresholds: c2256 = 829.17, df = 303, CFI = .96, RMR = .16, RMSEA = 0.85, GFI = .80, AGFI = .75, and NFI = .93. Composite reliabilities were all above .60, and AVE values were all above .50. Differences in findings vis-a-vis comparative studies were partially explained by dissimilarities in contexts and in data sources used. This research has provided a posteriori evidence regarding the success of several trust-based marketing experiments. Since the measurement model was not comprehensive and the structural model did not fit well, future research should include removing CA, while introducing trust antecedents, additional latent variables, and more TAM paths into the model. To strengthen external validity, future researchers could test that the more-refined model works across several data samples. Extended research includes investigating whether the incorporation of innovative trust elements into Web site offerings stimulates additional Web site use. |
