The moderating role of perceived effectiveness of third-party control on trust and online purchasing intentions

Yulin Fang*, Israr Qureshi, Patrick McCole, Elaine Ramsey

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

This study proposes a research model to understand the moderating role of customers' perceived effectiveness of third-party control in the e-commerce environment on (1) the trust building process and (2) the effect of trust on customers' online purchasing intention. The model was tested using a sample of 383 online consumers collected in New Zealand. The results show that perceived effectiveness of third-party control moderates the effect of trust in predicting online purchasing intention. Furthermore, the results differentiated the mediating effects of trust between online vendor-specific factors (i.e., perceived website quality, capability of order fulfillment, and reputation) and purchasing intention, such that trust does not mediate when perceived effectiveness of third-party control is low. Academic and practical implications and future research are also discussed.

Original languageEnglish
Title of host publicationAssociation for Information Systems - 13th Americas Conference on Information Systems, AMCIS 2007
Subtitle of host publicationReaching New Heights
Pages1136-1153
Number of pages18
Volume2
Publication statusPublished - 01 Dec 2007
Event13th Americas Conference on Information Systems, AMCIS 2007 - Keystone, CO, United States
Duration: 10 Aug 200712 Aug 2007

Conference

Conference13th Americas Conference on Information Systems, AMCIS 2007
CountryUnited States
CityKeystone, CO
Period10/08/200712/08/2007

Keywords

  • Between group analysis
  • E-commerce
  • Moderation analysis
  • Online business
  • Third-party control mechanisms
  • Trust

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Information Systems
  • Library and Information Sciences

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