JOURNAL OF

CUSTOMER
BEHAVIOUR
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Online trust antecedents and their consequences on

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purchase intention: An integrative approach

Kaouther Ben Mansour, IHEC-Carthage, Tunisia
Kaouther Kooli, Bournemouth University, UK*
Rizky Utama, Central Bank of Indonesia, Indonesia

Abstract Various typologies of online trust determinants have been suggested.

Although abundant literature has examined online trust, the different approaches
were rarely integrated to address antecedents and consequences of online trust
on perceived risk and online purchase intention. This paper addresses this gap
by adopting an integrative approach to online trust. A survey was carried out
using a sample of 401 online consumers in Indonesia. The findings showed that
purchase intention is determined by perceived risk and online trust. In addition,
there is a significant impact of personality-based trust (benevolence, integrity,
and credibility), cognitive-based trust (reputation and cost benefit calculation)
and institutional-based trust (situation normality) on online trust.

Keywords Online trust, Personality-based trust, Cognitive-based trust,

Institutional-based trust, Perceived risk, Purchase intention

INTRODUCTION

The digital age has significantly changed the way that people communicate, learn,
and shop. More than two billion people in the world are using the internet (Internet
World Stats, 2011). The business community has embraced the opportunity offered
by the internet introducing a shift in the way they market and sell their products and
services. Consequently, they have widely developed transactional websites. However,
consumers’ online shopping has not yet reached the level of managers’ expectations

*Correspondence details and biographies for the authors are located at the end of the article.

JOURNAL OF CUSTOMER BEHAVIOUR, 2014, Vol. 13, No. 1, pp.25-42

http://dx.doi.org/10.1362/147539214X14024779343677
ISSN1475-3928 print /ISSN1477-6421 online © Westburn Publishers Ltd.
 26 JCB Journal of Customer Behaviour, Volume 13

and the demand has been less than the offer in terms of online shopping adoption
(Isaac & Volle, 2013). For businesses, this generates a weak return on investment
and a deferred profitability. E-commerce is still challenged by several factors related
to consumer perception of technology (Davis, Bagozzi, & Warshaw, 1989) and to
the lack of trust in e-vendors (Bhattacherjee, 2002; Chen & Barnes, 2007). Trust
has been found to be important for e-commerce transactions (Koufaris & Hampton-
Sosa, 2004). It has been demonstrated that consumers browse e-vendor websites to
seek information but very few proceed with the buying stage in their buying decision
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processes (Chen & Barnes, 2007) because of a lack of trust belief (Johnson, 2007). In
addition, trust is found to significantly influence online purchase intention (Isaac &
Volle, 2008; Kim, Ferrin, & Rao, 2008).
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Moreover, it has been found that trust has a strong relationship with perceived
risk (Kim et al., 2008; Yoon, 2002), which also has an effect on purchase intention
(Chang & Chen, 2008; Kim et al., 2008; Li, Hess, & Valacich, 2008; Yoon, 2002).
To develop e-commerce, businesses have to fully understand the antecedents of
online trust as well as its consequences on perceived risk and intention to buy online.
Although abundant literature has examined online trust, the different approaches
to trust have not been fully integrated to explain the consequences of online trust.
This paper addresses this gap by adopting an integrative approach to online trust
antecedents and explaining their consequences on perceived risk and purchase
intention.
Most of the literature about online trust has been developed in Western countries.
Very little is known about online trust in emergent market economies. This research
is conducted in Indonesia which is considered as an emergent market that has a low
score on the e-Readiness Index (Indjikian & Siegel, 2005). To develop e-commerce
and increase their score for e-readiness, it is essential that businesses in emerging
economies comprehend consumers’ online trust. Consequently, they have to identify
the antecedents of online trust as well as their consequences on risk perception and
online purchase intention. The research objectives are (1) to design a framework of
the cause and effect relationship between online trust determinants, online trust,
perceived risk and intention to buy online, and (2) to test and validate this framework
using a sample of Indonesian consumers shopping at kaskus.co.id.

THEORETICAL BACKGROUND

Trust is essential in Business to Business (B2B) and Business to Consumer (B2C)

relationships (Doney, Barry, & Abratt, 2007; Doney & Cannon, 1997; Rousseau,
Sitkin, Burt, & Camerer, 1998). In B2B marketing, Doney et al. (2007, p. 13) claimed
that trust has a positive influence on loyalty, commitment and expanded business
opportunities. Trust also enables companies to build long term relationships with end
consumers and generate their loyalty (Fletcher & Peters, 1997; Selnes, 1998).
Definitions and conceptualisation of trust vary with disciplines. Psychologists view
trust as a personal trait, sociologists consider it as a social construct, and economists
see it as an economic choice mechanism (McKnight & Chervany, 2002).
In social psychology, Rousseau et al. (1998) define trust, firstly, as a perception
about others’ attributes and, secondly, as a related willingness to become vulnerable to
others. With greater trust, people can resolve their uncertainty regarding the motives,
intentions, and prospective actions of others on whom they depend (Kramer, 1999),
 Ben Mansour, Kooli & Utama Online trust antecedents 27

as well as save money and effort, because trust reduces monitoring and legal contract
costs (Fortin, Dholakia, & Dholakia, 2002).
Drawing on literature in social psychology, and marketing, Moorman, Deshpandé
and Zaltman (1993, p. 82) define trust as “the willingness to rely on an exchange
partner in whom one has confidence”. Morgan and Hunt (1994) defined trust as
something that arises when one group or individual believes in the reliability and
integrity of the exchange partner.
Other approaches to trust were suggested. Mayer, Davis and Schoorman (1995,
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p. 172) defined trust as “the willingness of a party to be vulnerable to the actions of

another party based on the expectation that the other will perform a particular action
important to the trustor, irrespective of the ability to monitor or control that other
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party”. Moreover, Gefen (2000, p. 726) defined trust as “the confidence a person has
in his or her favorable expectations of what other people will do, based, in many cases,
on previous inter-actions”.
With regard to consumer trust, there are two perspectives in the study of trust.
Firstly, individual trust can be related to personality characteristics. Lewicki and
Bunker (1995) conceptualised individual trust as a belief, expectancy or feeling that is
deeply rooted in the personality, with its origins in the individual’s early psychological
development. Individual trust can also be related to individual experiences such as
satisfaction with interpersonal exchanges (Sheppard & Sherman, 1998). Secondly,
societal trust is related to the relationships between individuals and institutions.
Trustworthiness can be built based on social environment recommendations to
purchase some products (Buttler, 1991).
Selnes (1998) mentioned that there are four antecedents of trust in the B2C
context: competency of the company or the service provider, communication abilities
of the company to provide timely and trustworthy information to the consumer,
commitment to satisfy the customer, and conflict handling. In addition, Selnes (1998)
also mentioned that customer’s satisfaction has a significant impact on customer’s
trust.
Moreover, Moorman et al. (1993) mentioned that trust depends on the quality
of the relationships between individuals, individuals and institutions and between
institutions. Crosby, Evans and Cowles (1990) and Parasuraman, Zeithaml and Berry
(1985) added that credibility and satisfaction with the quality of the relationship can
lead to trust which in turn can lead to behavioural intention (McKnight, Choudhury,
& Kacmar, 2002). In marketing literature, confidence and reliability were shown as
essential antecedents of trust (de Matos & Rossi, 2008). In the online environment,
the absence of trust is one of the most important obstacles to participating in online
trade (Isaac & Volle, 2008). The following section develops a conceptual framework
of the antecedents of online trust and their consequences on purchase intention.

CONCEPTUAL MODEL

It has become critical for businesses to comprehend online trust antecedents and their
consequences. Typologies of trust were suggested in both the B2B and B2C contexts
(Gulati & Sytch, 2008; Hofstede, Fritz, Canavari, Oosterkamp, & van Sprundel,
2010; McKnight et al., 2002). Various typologies of trust were suggested in the
literature. McKnight and Chervany (2002) suggested four concepts: disposition to
trust, institutional-based trust, trusting belief, and trusting intention. McKnight et
 28 JCB Journal of Customer Behaviour, Volume 13

al. (2002) focused on the web vendor to define trust as beliefs and intentions or
willingness to rely on another party. Li et al. (2008) and Brown, Poole and Rodgers
(2004) suggested a personality based conceptualisation of online trust.
Li et al. (2008) and Meyerson, Weick and Kramer (1996) added that trust can be
cognitive-based and suggest two dimensions: reputation of the web vendor (Gefen,
Karahanna, & Straub, 2003; Li et al., 2008; McKnight et al., 2002), and calculative
trust (Li et al., 2008). Moreover, Yoon (2002) demonstrated that website properties
are significant antecedents to online trust and that assurance of transaction security
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and personal variables both play a role in enhancing website trust.

Antecedents of online trust can be classified in three types that contribute to it in
different ways (Li et al., 2008; Wang, 2010): personality-based trust, cognition-based
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trust, and institutional-based trust.

Personality-based trust
Doney and Cannon (1997) defined trust as the perceived credibility and benevolence
of a target of trust. McKnight et al. (2002) added a third dimension of trust, which
is integrity. These dimensions are widely accepted and used in research (Bhattachjee,
2002; Gefen et al., 2003). The first dimension of trust, perceived credibility, is the
extent to which one partner believes that the other partner has the required expertise
to perform the job (Chouk & Perrien, 2003; Gefen, 2002; Morgan & Hunt, 1994)
effectively and reliably (Ganesan, 1994). Then, trust based on a partner’s expertise
and reliability focuses on the objective credibility of an exchange partner: expectancy
that the word or written statement of the partner can be relied on (Wang & Emurian,
2005). Wang and Emurian (2005) refer to the belief that electronic suppliers have
the required knowledge to do their jobs effectively. The second dimension of trust,
benevolence, is the extent to which one partner is genuinely interested in the welfare
of the other and is motivated by the search for common gain (Robert, Denis, &
Hunt, 2009). It reflects the belief that the supplier wishes well to the user despite
its own profits (Ganesan, 1994; Gefen, 2002). Benevolence is thus the belief that
the electronic merchant is interested in user interests (Bhattacherjee, 2002; Chen
& Dhillon, 2003; Chouk & Perrien, 2004; Wang & Emurian, 2005). The third
dimension of trust, integrity, is the belief that the other party is honest and will
respect promises and commitments (Chouk & Perrien, 2004; Gefen, 2002; Isaac &
Volle, 2008). Perceived integrity is the confidence that the merchant does not exploit
ulnerability and that it will honour its commitment by protecting the security of
transactions and the confidentiality of information (Bhattacherjee 2002; Chouk &
Perrien, 2003; Janouri & Gharbi, 2008; Wang & Emurian, 2005).
Based on the preceding discussion, we can posit the following multivariate
hypothesis:

H1a,b,c: Each personality based trust dimension

(a) credibility,
(b) benevolence, and
(c) integrity
is positively related to online trust.
 Ben Mansour, Kooli & Utama Online trust antecedents 29

Cognitive-based trust
Cognitive-based trust is built through people using their common knowledge -
from their own minds or asking relatives or friends - when they want to purchase
a particular product online (Li et al., 2008). Cognition-based trust is a moderator
in the relationship between cognitive conflict and decision outcomes (Parayitam
& Dooley, 2009). It arises from first impressions rather than experiential personal
interactions (Meyerson et al., 1996). Based on this first impression, Li et al. (2008),
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McKnight et al. (2002) and Jarvenpa et al. (1999) emphasised the reputation of a
web vendor as being an antecedent factor of cognitive-based trust. Reputation is the
extent to which buyers believe that the selling organisation is honest and concerned
about its customers (Doney & Cannon, 1997). An organisation’s reputation and size
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were found to contribute to trust (Anderson & Weitz, 1989; Doney & Cannon,
1997; Ganesan, 1994). McKnight, Cummings and Chervany (1998) explained that
reputation categorisation can be established through second-hand information, i.e.,
relatives and friends. Sabater and Sierra (2005) demonstrated that the main sources
of information used by the trust and reputation models are direct experiences and
information from third party agents. Klein and Quelch (1997) and Lohse and Spiller
(1998) speculated that the reputation of the store will influence perceptions of the
website. In addition, Powell (1996) also mentioned that reputation may reflect on
professional competence. Jarvenpaa, Tractinsky and Saarinen (1999) added that
the reputation of a website has become the most significant antecedent of cross-
cultural trust-building in consumers. In addition, Gefen (2000) explained that when
people lack information about and experience of a particular vendor, the cognitive
process will be based on second-hand knowledge and impressions. Doney, Cannon
and Mullen (1998) added that calculative, or cost and benefit calculation dimensions
were an antecedent of cognitive-based trust. Furthermore, Shapiro, Sheppard and
Cheraskin (1992) stated that calculative-based trust is driven by economic principles,
when people rationally assess the cost and benefits of another party cheating or
cooperating in the relationship. Moreover, people tend to trust more when the
trustee is thought to have nothing to gain, or the cost outweighs the benefit from
being untrustworthy (Shapiro et al., 1992). Paul and McDaniel (2004) evaluated
calculative trust in an initial interpersonal trust context and argued that as long as
the trustor is vulnerable to the non-performance of the trustee, calculative trust is
effective.
Based on the above discussion, we can posit the following multivariate hypothesis:

H2a,b: Each cognitive-based trust dimension

(a) reputation, and
(b) cost/benefit calculation
is positively related to online trust.

Institutional-based trust
Bachmann and Inkpen (2011) claimed that institutions can be important and efficient
facilitators of trust that develop through legal provision, corporate reputation,
certification exchange partners and community norms, structures and procedures.
Besides, the authors add that institutions matter differently according to the stages
of a trustor-trustee relationship, level of asset specificity, level of maturity of the
business and the rapidity of decision making requirement.
 30 JCB Journal of Customer Behaviour, Volume 13

McKnight et al. (2002, p. 339) defined institutional-based trust as “the belief

that needed structural conditions are present (e.g., in the Internet) to enhance the
probability of achieving a successful outcome in an endeavor like e-commerce”.
According to McKnight et al. (2002) there are two dimensions of institutional-based
trust which are: structural assurance and situational normality. Trust is supported
by institutions through the use of guarantees, regulations, promises, legal recourse,
or ensuring other procedures are in place to promote success structures that create
an environment that feels safe and secure to participants (Bachmann & Inkpen,
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2011, Shapiro et al., 1992; Zucker, 1986). Corbitt, Thanasankit and Yi (2003)
added that the quality of web vendors, developed through usefulness, timeliness and
improvement of websites, can build trust. Selnes (1998) mentioned that the quality
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of a web vendor is demonstrated through giving correct and accurate information

about products or other information about a company . The quality of a web vendor
influences trust beliefs (McKnight et al., 2002). Moreover, situation normality is
another dimension of institutional-based trust which means that people will believe
that the situation they face is normal, or in proper order, because it is favourable to
them (Baier, 1986). In addition, with regard to e-commerce, adopters of e-commerce
feel that the internet environment is appropriate, well ordered, and favourable for
making transactions (McKnight et al., 2002).
Based on the above discussion, we can posit the following multivariate hypothesis:

H3a,b,c: Each institutional-based trust dimension

(a) assurance,
(b) quality, and
(c) situation normality
is positively related to online trust.

ONLINE TRUST, PERCEIVED RISK AND PURCHASE INTENTION

Trust and perceived risk are strongly related (Corbitt et al., 2003; Lu, Liu, Jing, &
Huang, 2005; Mayer et al., 1995; McKnight et al., 2002; Zhao, Koenig-Lewis,
Hammer-Lloyd, & Ward, 2010). McKnight et al. (2002) found that online trust
affects perceived risk. Perceived risk is the perceived probability of loss or harm
(Rousseau et al., 1998). Grazioli and Jarvenpaa (2000) mentioned that a high
perception of perceived risk will adversely affect consumer willingness to share
personal information, to follow vendor advice, and also purchase intentions. In
addition, trusting another party’s behaviour involves risk as the trustor is unable
to confirm his/her decision outcomes prior to performance (Doney et al., 2007).
Furthermore, perceived risk comes from uncertainty conditions or as a result of
purchasing a product through e-commerce or online shopping and is undesirable
(Lim, 2003). In uncertainty conditions, customers rely on their trust beliefs to reduce
their feelings about how much perceived risk they will have when shopping online
(Zhao et al., 2010). Moreover, trust can reduce the levels of perceived risk associated
with the transaction process (Pavlou, 2003) especially when little is known about the
seller (Koufaris & Hampton-Sosa, 2004).
Intention is a plan or will to behave in certain ways, whether a person behaves or
not (Ajzen & Fishbein, 1980). Yoon (2002) and Kim et al. (2008) suggested online
trust significantly affects purchase intention. Besides, online purchase intention is
 Ben Mansour, Kooli & Utama Online trust antecedents 31

FIGURE 1 An integrative approach to online trust antecedents and consequences

Personality-based trust

Credibility Integrity Benevolance

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H1a,b,c Perceived risk

Cognitive-based trust H4

Reputation H2a,b H6
Online trust
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H5
Purchase
Cost/benefit calculation
intention
H3a,b,c

Assurance Situation normality Quality

Institutional-based trust

significantly correlated with online perceived risk (Kim et al., 2008). Chang and
Chen (2008) also stated that perceived risk has a mediator effect between trust and
purchase intention. Rousseau et al. (1998) demonstrated that trust and perceived risk
have a significant effect on the purchase intention of consumers. Based on the above
discussion, we posit:

H4: Online trust is negatively related to perceived risk

H5: Online trust is positively related to purchase intention
H6: Perceived risk is negatively related to purchase intention

The conceptual model can be presented as illustrated in Figure 1.

RESEARCH METHODOLOGY

A survey was carried out to collect primary data. A questionnaire was designed by
adapting measures from prior research to ensure the content validity of the scales.
The measurement of personality-based trust (credibility, integrity and benevolence)
was adapted from the scale developed by Li et al. (2008). Besides these three
dimensions attributed to personality-based trust, the two dimensions of cognitive trust
(reputation and cost/benefit calculation) were measured using the scales developed by
McKnight et al. (2002) and Gefen et al. (2003) respectively. The first two dimensions
of institutional trust (structural assurance and situation normality) were measured
using the scale developed by Gefen et al. (2003), and the third dimension (quality)
was measured using the scale of McKnight et al. (2002). The scale of Chang and
Chen (2008) was used to measure online trust. Perceived risk was measured using the
scale of Corbitt et al. (2003), and purchase intention was measured using the scale of
 32 JCB Journal of Customer Behaviour, Volume 13

Pavlou (2003). Finally, the survey instrument used in this study consisted of a total
of 39 items related to the eleven constructs of the research model. The items were
measured using a 5-point Likert-type scale for all constructs. The questionnaire was
translated into Indonesian and then ‘back-translated’ into English by two experts to
check translation reliability. Finally, it was uploaded on surveey.com. Internet-based
surveys have been shown to provide researchers with access to unique populations,
thus saving time and money (Duncan, White & Nicholson, 2003; Wright, 2005).
A snowball sampling method was applied. The questionnaire was emailed to
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kaskus.co.id e-shoppers who were asked to forward it to all their contacts who also
shop on kaskus.co.id. Kaskus.co.id is the biggest merchant website in Indonesia with
more than three million members (Kompas, 2011). Individuals sell new or used
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products to other individuals in an auction or using a ‘buy it now’ system (Kompas,

2011). Indonesian customers form a massive market with strong purchasing power
(Elliott, 2011). Besides, Indonesia is an emergent market economy with the most
important e-commerce readiness according to the Forrester Readiness Index (Huynh,
2013).
A pilot survey was conducted and as a result the wording of the items used in the
questionnaire was slightly modified. Participants were identified from the Kaskus.co.id
online community. They were asked if they would like to participate in the survey and
if they were willing to email the link to the survey to other kaskus.co.id community
members. Four hundred and one questionnaires were completed. Data collection
was stopped once the proportions in the sample, in terms of the main consumers’
characteristics, i.e., age and education were covered. These characteristics have been
shown to be the most significant personal characteristics in online purchasing (Bigne,
Ruiz, & Sanz, 2005; Stafford, Turan, & Raisinghani, 2004; Susskind, 2004).
The sample has the following structure:

Gender

53.5% of the total respondents were males and 46.5% were females.

Age

45.3% of total respondents were aged between 19 and 25 years,

23% were aged between 26 and 35 years, and,
20% were aged between 36 and 45 years.

Education

14.5% of the respondents were educated to high school level,

29.8% of the respondents have a qualification equivalent to A level,
27.8% have a first degree,
20% have a master’s degree, and,
8.1% reported other education levels.
 Ben Mansour, Kooli & Utama Online trust antecedents 33

DATA ANALYSIS AND RESULTS

Measurement model
A confirmatory factor analysis using Amos 16 was conducted to test the reliability
and the validity of the measures. Some common model-fit indices were used to
assess the model’s overall goodness of fit (GFI, AGFI, RMR, RMSEA, NFI, TLI,
CFI, Normed Khi-square). As shown in Table 1, the majority of the model-fit indices
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approach or exceed their respective common acceptance levels. We can conclude

that the measurement model has an acceptable fit with the data collected. Therefore,
we can evaluate the psychometric properties of the measurement model in terms of
reliability, convergent validity and discriminant validity.
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Within confirmatory factor analysis, the T-test associated with each factorial
contribution is much higher than 1.96, thus confirming the significance of the
relationship of each indicator with the corresponding construct. Construct reliability,
which reflects the internal consistency of the scale items measuring the same construct
for the collected data (Straub, 1989), was assessed by computing Jöreskog’s rho. As can
be seen in Table 2, the  coefficient for each construct was above 0.715, exceeding the

TABLE 1 Measurement model goodness of fit

Fit indices Recommended value Measurement model

GFI > 0.9 0.910
AGFI > 0.9 0.859
RMR < 0.1 0.078
RMSEA < 0.08 0.039
NFI > 0.9 0.936
TLI > 0.9 0.962
CFI > 0.9 0.975
Normed ² <5 1.594

TABLE 2 Measurement model reliability and convergent validity

Construct Reliability ( of Jöreskog) Convergent validity (cv)

Credibility (CRD) 0.738 0.518
Integrity (INT) 0.726 0.499
Benevolence (BNV) 0.757 0.513
Reputation (RPT) 0.723 0.567
Cost/Benefit calculation (CBC) 0.719 0.566
Assurance (ASS) 0.771 0.622
Sit. Normality (SN) 0.737 0.525
Quality (QLT) 0.833 0.666
Online trust (OLT) 0.715 0.593
Perceived risk (PR) 0.785 0.524
Purchase intention (PI) 0.745 0.497
 34 JCB Journal of Customer Behaviour, Volume 13

TABLE 3 Measurement model discriminant validity

CRD INT BNV RPT CBC ASS SN QLT OLT PR PI

CRD 0.720
INT 0.681 0.706
BNV 0.487 0.568 0.716
RPT 0.621 0.523 0.328 0.753
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CBC 0.702 0.559 0.505 0.618 0.752

ASS 0.363 0.366 0.336 0.436 0.476 0.789
SN 0.489 0.483 0.486 0.530 0.584 0.493 0.725
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QLT 0.580 0.710 0.692 0.400 0.546 0.332 0.511 0.816

OLT 0.653 0.569 0.528 0.616 0.378 0.716 0.457 0.549 0.770
PR -0.085 -0.001 -0.063 -0.140 -0.036 -0.034 -0.144 -0.043 -0.035 0.724
PI 0.643 0.499 0.458 0.470 0.546 0.393 0.453 0.548 0.686 -0.151 0.705

common threshold value (0.70) recommended by Fornell and Larcker (1981). Thus,
it is determined that the scale was reliable or internally consistent. The convergent
validity of the constructs was estimated by calculating the rho of convergent validity
(cv), which indicates the average variance extracted by the construct. The average
extracted variances are for the majority above the recommended 0.5 level (Fornell
& Larcker, 1981), which means that more than half of the variances observed in the
items are accounted for by their hypothesised factors. However, both integrity and
purchase intention measures have a rho of convergent validity close to the common
0.5 value, respectively 0.499 and 0.497. We can conclude to their acceptable validity.
Thus, all factors in the measurement model have adequate reliability and convergent
validity (Table 2).
To examine discriminant validity, the shared variances between factors is compared
to the average variance extracted from the individual factors (Fornell & Larcker,
1981). This analysis shows that the shared variance between factors is lower than
the average variance extracted from the individual factors, confirming discriminant
validity (Table 3).
In summary, the measurement model shows adequate reliability, convergent
validity and discriminant validity.

Structural model
A path analysis was conducted on the structural model in order to determine the
direct and indirect effects of the research variables on purchase intention. Similar
to the measurement model, a set of indices is used to examine the structural
model goodness of fit (Table 4). In comparing fit indices with their corresponding
recommended values, we conclude that there is an acceptable model fit.
Thus, we can examine the path coefficients of the structural model. As shown in
Table 5, standardised path coefficients, t-values and variances, explained for each
significant equation of the hypothesised relationships between constructs in the
research model, are presented.
 Ben Mansour, Kooli & Utama Online trust antecedents 35

TABLE 4 Structural model goodness of fit

Fit indices Recommended value Measurement model

GFI > 0.9 0.963
AGFI > 0.9 0.872
RMR < 0.1 0.049
< 0.08
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RMSEA 0.077
NFI > 0.9 0.966
TLI > 0.9 0.921
CFI > 0.9 0.973
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Normed ² <5 4.771

TABLE 5 Hypothesis testing results

Relation Standardised estimator t of student p R²

CRD  OLT 0.570 13.617 0.000
INT  OLT 0.093 2.471 0.013
BNV  OLT 0.163 4.949 0.000
0.746
RPT  OLT 0.134 3.767 0.000
CBC  OLT 0.277 6.906 0.000
SN  OLT 0.089 2.644 0.008
OLT  PI 0.689 19.563 0.000
0.505
PR  PI -0.174 -4.947 0.000

As expected, the basic hypotheses (H1a,b,c and H2a,b) were supported, in that
online trust is determined by personality-based trust dimensions (Credibility, integrity
and benevolence), and cognitive-based trust dimensions (reputation and cost/benefit
calculation). H3a,b,c was partially supported; only the situation normality dimension
of institutional-based trust has a positive impact on online trust. So H3c is supported.
However, the two institutional-based trust dimensions (assurance and quality) have
no effect on online trust. So, H3a and H3b were rejected.
Online trust and perceived risk have direct effects on purchase intention. Thus,
we conclude that hypotheses H5 and H6 are valid. However, our results show that
there is no direct link between online trust and perceived risk, so H4 is rejected. We
also note that perceived risk is not a mediator of the relationship between online trust
and purchase intention. The explanatory power of the model is 50.5%, that is 50.5%
of the variance of the purchase intention is explained by the exogenous variables
of perceived risk and online trust, which is determined for 74.6% by personality-
based trust dimensions (credibility, integrity and benevolence), cognitive-based trust
dimensions (reputation and cost/benefit calculation) and the institutional-based trust
dimension (situation normality).
 36 JCB Journal of Customer Behaviour, Volume 13

DISCUSSION AND IMPLICATIONS

The findings showed differences and similarities with previous research results.
Concerning online trust antecedents, the findings highlighted that assurance and
quality dimensions, which are related to institutional-based trust (Corbitt et al.,
2003; McKnight et al., 2003; Selnes, 1998), have no significant effects on online
trust. According to Bachmann and Inkpen (2011), this finding can be explained
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by the advanced stage of Indonesian consumers’ relationships with kaskus.co.id

(Christaldi, 2011). Kaskus.co.id is the most popular Indonesian e-commerce website
(Kompas, 2011). The website is ranked 7th on the list of top websites in Indonesia
after google.com, facebook, youtube, blogspot, yahoo and google.co.id (Alexa,
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2014b). The respondents are familiar with this website and make quick purchase
decisions with little thought about assurance and quality of the website. In addition,
kaskus.co.id has a good reputation, with three million users in 2011 (Kompas, 2011)
and is certificated by Alexa (Alexa, 2014a).
Moreover, this research, in line with previous findings (Chouk & Perrien, 2004;
Doney & Cannon, 1997; Gefen, 2002; Isaac & Volle, 2008; McKnight et al., 2002),
demonstrated that online trust has three categories of antecedents: personality-based
dimensions - credibility, integrity and benevolence; cognitive-based trust dimensions
- reputation and cost/benefit calculation; and institutional-based trust dimension -
situation normality.
Concerning online trust consequences, it has been found that there is a direct
impact of online trust on online purchase intention and perceived risk on online
purchase intention. This result confirms previous authors’ findings (Chang & Chen,
2008; Kim et al., 2008; Lu et al., 2005; Zhao et al., 2010). The more an individual
trusts a website, the lower the perceived risk is, and the greater the intention to
purchase on that website. Surprisingly, there was no significant relationship between
perceived risk and online trust. This can be explained by the nature of the activities
that can be performed on Kaskus.co.id, ranging from information seeking, news and
gossip, and social events, to hobbies and advertising. Again, this puts the emphasis on
Indonesian e-shoppers’ levels of familiarity with kaskus.co.id as an online community
(Alexa, 2014b), which explains the low perceived risk amongst this community.
The findings of this research have several managerial implications. Online brands
have to develop integrity, credibility and benevolence dimensions. Practitioners
should consider influencing online purchasing by promoting professional integrity,
credibility and benevolence. They should create informative interfaces for potential
e-shoppers, provide fast page downloads, short transaction times and frequent-
user advantages for active users. Thus, practitioners should give extra attention to
preventing e-shoppers from experiencing access difficulties, system crashes, drop
outs, service delays and system failures, which consequently decrease their trust belief.
Moreover, practitioners should reveal their integrity and credibility by honouring
their promises, developing the features of security and privacy, and promoting their
trustworthy brand.

LIMITATIONS AND FUTURE RESEARCH

This empirical study has some limitations. Firstly, the study findings and implications
are obtained from a single study that examined a particular website context. Thus,
 Ben Mansour, Kooli & Utama Online trust antecedents 37

additional research efforts, replicating the study using other websites in Indonesia
as well as in other international contexts, are needed to evaluate the validity of the
investigated model and to enhance the generalisation of the findings.
Secondly, this study was conducted with a snapshot research approach using
cross-sectional data. This reduces the ability of this study to reflect on temporal
changes in the research constructs. Lewicki, Tomlinson and Gillespie (2006) showed
that online trust is a dynamic concept that changes with consumers’ experiences
and through time. A longitudinal approach should enhance the understanding of the
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interrelationships between antecedents and consequences of online trust.

Future research should focus on several types of website in order to compare
online trust antecedents. Assurance and quality were shown to have no significant
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effect on online trust which in turn was found to have no effect on perceived risk.
It is important to investigate whether when familiarity with a website increases,
assurances and quality concerns decrease. It would also be interesting to examine
the relationship between online trust and perceived risk according to the level of
familiarity with the website.

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ABOUT THE AUTHORS AND CORRESPONDENCE

Kaouther Ben Mansour has a PhD in Marketing and is an Assistant Professor at IHEC
(Institute of Higher Commercial Studies), Carthage, Tunisia. She is a member of the
URAM (Marketing Research and Applications Unit), FSEG (Faculty of Economic and
Management Sciences), Tunis. She is also a reviewer for Qualitative Market Research
(QMR).
Dr Kaouther Ben Mansour, Assistant professor in Marketing, IHEC-Carthage,
Tunis 2016, Tunisia.
E benmansour_kaouther@yahoo.fr

Kaouther Kooli is a lecturer in marketing. She is a member of the Academy of

Marketing and Chair of the B2B marketing special interest group. Kaouther is a
fellow of the Higher Education Academy. She has published in a number of academic
journals including the Journal of Business and Industrial Marketing. Her research
interests include B2B marketing and also e-marketing.
Corresponding author: Dr Kaouther Kooli, Lecturer in Marketing, Business
School, Bournemouth University, the Executive Business Centre, Bournemouth,
Dorset, BH8 8EB, UK.
E kkooli@bournemouth.ac.uk

Rizky Utama is an analyst of communication strategy in the Central Bank of

Indonesia. He got his postgraduate degree from Bournemouth University. He was
a production planner at Bayer Schering Pharma, Indonesia, then at Boehringer
Ingelheim, Indonesia before joining the Central Bank of Indonesia.
 42 JCB Journal of Customer Behaviour, Volume 13

Rizky Utama, Strategic Communication Analyst, Central Bank of Indonesia, Jalan

MH Thamrin No 2, Jakarta 10350, Indonesia.
E utama.rizky@gmail.com
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