e-TRUST: EMPIRICAL INSIGHTS INTO INFLUENTIAL ANTECEDENTS

The purpose of this study was to examine determinants of e-Trust based on theories drawn from marketing, management, information systems, and e-Commerce literature. Regression analysis was used to test the proposed model. The results indicated that while constructs for web site information and web site experience were predictors of e-Trust, the construct for security and privacy of information was not. Web site information was the strongest predictor of e-Trust. This is the first such study to incorporate all of these predictors into a single model. This knowledge can provide the firm with ways to increase electronic trust and subsequent increased profit levels.