Measuring Online Trust of Websites: Credibility, Perceived Ease of Use, and Risk

As the use of the web for ecommerce and information access continues to expand, user trust of websites has come under inspection. Empirical study of online trust is constrained by the shortage of high-quality measures of general online trust. The development of such measures is a priority for MIS researchers. This paper presents a new instrument for use in studying trust of an individual in a given website. The instrument was tested with two...