This thesis investigated trust over the Internet to seek a better understanding of trust and ways to increase trust in online transactions. The focus of this investigation was consumer-to-consumer transactions at online auctions where key actors were virtually anonymous to each other. The perceptions of a broad range of online auction community members support this thesis. Normative and grounded theoretical perspectives of trust and factors that affected trust were considered, compared and contrasted as part of this research. Concept mapping and the Theory of Planned Behaviour (TPB) were used to underpin the grounded theoretical perspective of trust developed as part of this thesis. Online auction cases were selected and analysed to check the grounded theoretical perspective of trust developed. This thesis provided a better understanding of trust, provided new insights into trust and distrust, added to the body of theory for trust and identified ways to increase trust in online transactions. This thesis provided better understandings of: trust; moral obligations; network decision structures; power; fairness; and perceived behavioural controls at online auctions. A grounded theoretical model of trust based in TPB was developed that was specific to online auctions. This model of trust developed appeared to provide clearer and richer insights into online auction trust. The model of trust developed identified factors and constructs that affected trust rather than the magnitude of any affects. The model developed and findings of this thesis can be applied to new or specific online auction sites to help practitioners build better online environments to encourage more people to transact rather than just browse online. The grounded theoretical perspective of trust and findings of this thesis may be relevant to other online consumer-to-consumer transactional environments.
| Identifer | oai:union.ndltd.org:ADTP/257727 |
| Date | January 2008 |
| Creators | Bewsell, Glenn Robert, Information Systems, Technology & Management, Australian School of Business, UNSW |
| Publisher | Publisher:University of New South Wales. Information Systems, Technology & Management |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | http://unsworks.unsw.edu.au/copyright, http://unsworks.unsw.edu.au/copyright |
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