作者
Kamel Rouibah, Paul Benjamin Lowry, Yujong Hwang
发表日期
2016/9/1
期刊
Electronic Commerce Research and Applications
卷号
19
页码范围
33-43
出版商
Elsevier
简介
Although there is a large body of research on trust in e-commerce, a crucial gap is that extant studies have not examined the role of perceived enjoyment on trust in the presence of risk perception in Arab countries. In this paper, an online trust model is presented that exhibits the impact of four external factors (personal innovativeness, propensity to trust, familiarity, and presence of third-party seals) on the intention to use an online payment via the mediation of three endogenous variables (enjoyment, risk, and customer trust). The data was collected from Kuwait, an Arab country, with a mixed of data collection survey methods of 150 online questionnaires and 200 paper-based questionnaires. The data was then analyzed using partial least squares (PLS) regression. The findings revealed that customer trust and enjoyment are two important drivers of the online payment adoption, which neutralized risk perceptions …
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