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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
External
factors
Consumer Characteristics
Product/Service
Characteristics
Different Markets/
Cultures/Countries
Perception of Risk
Past Experience
Trusting Beliefs
Intention to Visit the
Website
Actual Outcome/ Relationship
Development
Web Vendor
Information System
Third Party
Privacy
Protection
Figure 8. Developed research model for investigating online trust. Source: ibid, P. 616
9. Mukherjee, A., Nath, P.‟s research
In this research, Mukherjee and Nath identified three main antecedents to trust:
i. Shared value;
ii. Communication; and
iii. Opportunistic behaviour.
Legislation
JANURAY 2011
VOL 2, NO 9
Internal factors
Past experience
Trust Worthiness:
Ability
Benevolence
Integrity
Website quality
Reputation
Perceived
Usefulness
Perceived Ease of
Use Training
Trusted Seal
Experts
Peers
Non-Government
Association
9.1.Shared value
Morgan and Hunt (1994) express that Shared value is the extent to which partners have beliefs
in common about what behaviours, goals and policies are important or unimportant,
appropriate or inappropriate, and right or wrong. In this research, shared value has been treated
as a multi- dimensional construct. In the online banking context, shared value symbolises the
extent to which the bank and the customers share common beliefs on critical values like ethics,
security, and privacy.
9.2.Communication
Anderson and Narus (1990) said that Communication can be defined as ―the formal as well as
informal sharing of meaningful and timely information‘‘. Moorman et al. (1993) express that
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