Trust and TAM in Online Shopping: An Integrated Model

  title={Trust and TAM in Online Shopping: An Integrated Model},
  author={D. Gefen and Elena Karahanna and D. Straub},
  journal={MIS Q.},
  • D. Gefen, Elena Karahanna, D. Straub
  • Published 2003
  • Computer Science
  • MIS Q.
  • A separate and distinct interaction with both the actual e-vendor and with its IT Web site interface is at the heart of online shopping. [...] Key Result The study also provides evidence that online trust is built through (1) a belief that the vendor has nothing to gain by cheating, (2) a belief that there are safety mechanisms built into the Web site, and (3) by having a typical interface, (4) one that is, moreover, easy to use.Expand Abstract
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