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We developed an interdisciplinary model to examine how online consumers' perceived interactivity, perceived Web assurance and disposition to trust affect their initial online trust. Perceived interactivity is theorized as an interpersonal-based antecedent, disposition to trust as a personality-based antecedent, and perceived Web assurance as an institution-based antecedent to initial online trust. Results indicate that both consumers' perceived interactivity and perceived Web assurance positively influence their initial online trust. Therefore, it is of importance that e-vendors make efforts to enhance online consumers' perceived interactivity of their Web sites as well as addressing consumers' major trust concerns by adopting third-party Web assurance seals.
Wu et al. (2010) studied this question.