Effects of Site, Vendor, and Consumer Characteristics on Web Site Trust and Disclosure

This study examines the role that communication plays in fostering trust and disclosure in electronic commerce exchanges. In particular, this research explores how characteristics of online vendors and consumers interact with Web site communications to affect consumer behavior online. The study relies on two relatively recent models of electronic exchange, the Internet consumer trust model and the electronic exchange model, to examine the effectiveness of certain trust and assurance mechanisms (i.e., privacy policies and seals), as well as e-tailer reputation and individuals' concern for privacy and data security, on trust and disclosure of personal information to commercial Web sites. Results suggest that the vendor characteristic of reputation is important in influencing e-tailer trust and that the content of privacy assurances do not affect trust or disclosure. The findings have important implications for both theoretical models of electronic exchange and for firms engaged in electronic commerce.