CUSTOMER TRUST ONLINE: EXAMINING THE ROLE OF THE EXPERIENCE WITH THE WEB SITE

Previous studies have identified trust as an important factor influencing customer participation in web-based commerce. In this empirical study, we test an expanded model that includes the effect of the customers’ experience with and beliefs regarding a company’s web site on their trust in the company itself. We found that a positive experience with a website that provides customers with enjoyment and perceived control leads to greater trust in the company itself through the coustomers’ perceptions about the web site’s usefulness and eas of use. We also confirmed a positive relationship between customer trust in a company and customer retention and intention to buy.

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