# The Influence of Product Type on Online Trust

> MeRC Working Paper #6 by Hassanein and Head, March 2004: a study of 227 online shoppers shows trust and experience differ for tangible and intangible products.

Page URL: https://merc-mcmaster.ca/working-papers/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.