Sultan, Fareena; Urban, Glen; Shankar, Venkatesh; Bart, … - Sloan School of Management, Massachusetts Institute of … - 2003
of trust in a Web site and addresses the following key research questions: What factors influence consumer trust in a Web … site and what specific Web site trust cues are associated with these factors? How does trust affect consumer behavioral … intent on a Web site? To address these questions, we develop a conceptual model that links consumer perceptions of Web site …