Effects of Perceived Interactivity, Perceived Web Assurance and Disposition to Trust on Initial Online Trust

Abstract

We developed an interdisciplinary model to examine how online consumers' perceived interactivity, perceived Web assurance and disposition to trust affect their initial online trust. Perceived interactivity is theorized as an interpersonal-based antecedent, disposition to trust as a personality-based antecedent, and perceived Web assurance as an institution-based antecedent to initial online trust. Results indicate that both consumers' perceived interactivity and perceived Web assurance positively influence their initial online trust. Therefore, it is of importance that e-vendors make efforts to enhance online consumers' perceived interactivity of their Web sites as well as addressing consumers' major trust concerns by adopting third-party Web assurance seals. © 2010 International Communication Association.