ISSN: 2222-6990
Open access
Recent, more vendors are seen to venture online. One challenge ahead for the online start-ups is how to gain a very first trust from customers. Previous researchers found that the perceptions, that is, perceived relative advantage and perceived compatibility of using an unfamiliar website for a first time, can help building customers’ initial trust on the website’s vendor. However, while the influence of perceived relative advantage and perceived compatibility on initial trusting beliefs has been examined, the effect of these two constructs on initial trusting intention still remains unexplored. This paper postulates that perceived relative advantage and perceived compatibility will influence both initial trusting beliefs and initial trusting intention on an unfamiliar web vendor. We also postulate that a strong perception on relative advantage and compatibility of an unfamiliar website may lead to customers’ trustworthiness perception of the web vendor and subsequently, their inclination to rely on the vendor. We come up with a validated instrument that measure those constructs. The study’s limitation and contributions conclude this paper.
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In-Text Citation: (Wong & Nor, 2020)
To Cite this Article: Wong, C.-B., & Nor, K. M. (2020). The Influence of Perceived Relative Advantage and Perceived Compatibility on Customer Initial Trust on an Unfamiliar Web Vendor. International Journal of Academic Research in Business and Social Sciences, 10(7), 354–366.
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