Measuring Online Trust of Websites:Credibility, Perceived Ease of Use, and Risk

摘要

As the use of the web for ecommerce and information access continues to expand, user trust of websites has come underinspection. Empirical study of online trust is constrained by the shortage of high-quality measures of general online trust. Thedevelopment of such measures is a priority for MIS researchers. This paper presents a new instrument for use in studyingtrust of an individual in a given website. The instrument was tested with two different websites in an experiment conducted ina controlled setting. The items in the instrument were analyzed using a confirmatory factor analysis with a split-sampleapproach. This process resulted in an instrument of high reliability whose components are unidimensional and whoseconstructs show high convergent and discriminant validity.