E-commerce: the role of familiarity and trust

David Gefen

Published : International Journal of Management Science (Omega), 28 (2000) 725±737

Abstract

Familiarity is a precondition for trust, claims Luhmann [28: Luhmann N. Trust and power. Chichester, UK: Wiley, 1979 (translation from German)], and trust is a prerequisite of social behavior, especially regarding important decisions. This study examines this intriguing idea in the context of the  E-commerce involved in inquiring about and purchasing books on the Internet. Survey data from 217 potential users support and extend this hypothesis. The data show that both familiarity with an Internet vendor and its processes and trust in the vendor in¯uenced the respondents' intentions to inquire about books, and their intentions to purchase them. Additionally, the data show that while familiarity indeed builds trust, it is primarily people's disposition to trust that a€ected their trust in the vendor. Implications for research and practice are discussed.

Keywords: E-commerce; Trust; Familiarity; Internet; Motivation

1. Introduction
E-commerce is growing at an exponential rate. The
credit card company Visa, for example, reports that its
clients' Internet purchases reached the $13 billion mark
this year, accounting for approximately 1% of its total
charge activity. This ®gure is expected to reach the
$100 billion mark and 11% of its total transactions by
the year 2003 and is expected to be one of the major
activities of credit card companies in the future [41].
This forecast is anything but farfetched, given that
only as far back as 1996 Internet commerce was only
between $500 and $600 million [3]. Among the most
popular items of E-commerce, according to the Better
Business Bureau are books, CDs, and subscriptions to . . . . . .. . . . ..  (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

Butuh Artikel/Jurnal lainnya ?, click di :

• Jurnal Business & Marketing
• Jurnal Manajemen Sdm
• Daftar-Judul-Hasil-PENELITIAN-Relevan
• Jurnal Kualitas Jasa (Servqual)
• Jurnal Loyalitas Pelanggan (Loyalty)
• Jurnal Corporate Image

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