A STUDY OF CUSTOMERS’ TRUSTING BELIEFS INGOVERNMENT-TO-CUSTOMER ONLINE SERVICES

摘要

This study examines online transaction web sites of the US government and provides an understanding on theeffect of government authority on customers’ perception of trust in G2C online services. Though governmentweb sites are expected to have advantages over private organizations in public reputation and trust, ourpreliminary study shows that this may not always be true. In this study, government authority as an antecedentof trust and transaction intention is empirically tested, and other factors that might affect the advantage ofauthority in government sites are explored. We build on previous trust and information assurance research,and present research hypotheses for further development.