The Influence of Product Type on Online Trust

Working Paper #6 by Khaled Hassanein and Milena Head, March 2004.

• Trust is critical to consumer-vendor relationships.
• The paper studied how product type affects online trust.
• An empirical study involved 227 online shoppers.
• It validated a structural equation model of online trust.
• Model variables: perceived usefulness, ease of use and enjoyment.
• Tangible and intangible product shoppers differed significantly in trust and experience.

Keywords: trust, online shopping, product type, perceived enjoyment, perceived ease of use, perceived usefulness.