Trustworthiness in B2C e-commerce

Advancing research on trust requires clarifying the different conceptualizations of trust and trust-related constructs. The purpose of this study is to advance the theoretical conceptualization of trustworthiness by synthesizing previous research and testing three alternative conceptualizations within the e-commerce context. Data collected from multiple studies involving over 700 participants were used to examine the relative merits of trustworthiness as a one-dimensional construct, a grouping of three first-order constructs, and a second-order construct. Our results indicate that a one-dimensional view may be too simplistic, given the variety of factors that online consumers must weigh. Instead, the study suggests that trustworthiness is multidimensional and that both first- and second-order conceptualizations have a place in e-commerce trust research. Trust researchers should be guided by the research question, hypotheses, and research design in deciding which conceptualization to use.