E-Trust For Mexican Consumers: Empirical Investigation For Three Dimensions

E-trust has gained importance in online consumer behavior researches. Many studies find that e-trust is critical in building positive e-tailer consumer relationships, but only a few investigate different levels between dimensions of trust and willingness to depend for etailers. Primary purpose of this study is to find causal relationships between perceived website quality, perceived reputation, and perceived risk as determinants for three dimensions of trust, ability, benevolence, and integrity, depending on online experience level. Data were collected from 140 Mexican internet users. Proposed model tested using structural equation modeling and identified different level of willingness to depend on the e-trust dimensions.


Eduardo Esteva Armida and JungKun Park (2006) ,"E-Trust For Mexican Consumers: Empirical Investigation For Three Dimensions", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 49-52.


Eduardo Esteva Armida, Purdue University, USA
JungKun Park, Purdue University, USA


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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