Education services mashup: examining the impact of proposed edSeM system features on user's trust
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Date
2009-06
Authors
Yew Hiok, Chan
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Abstract
Online trust is growing in importance. This dissertation investigates the
determinants and the role of students' trust on an online educational services website. It
examines the students' perception of trust on a website and addresses several key
research questions including, whether the interaction and customer relationship influence
students' trust, and whether website design and security/privacy could affect the level of
trust. To address these issues, we develop a conceptual framework that links students'
perceptions of website characteristics and trust towards their behavioural intent to the
website. After testing our hypotheses, it was found that website characteristics such as
interaction and customer relationship, privacy and security, and navigation account for
71.7% of this explained variance in website trust. The results offer important managerial
implications for website strategies to influence website trust to support students'
behaviour towards the use of the website.
Key Words: Interaction, Customer relationship, Navigation, Website security, Privacy,
Online trust.
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Keywords
Edsem system features on user's trust