Trust is a central construct and plays a critical role in understanding Internet consumer behavior. This research seeks to directly address the subject of Internet Commerce Trust (ICT) by developing a valid, reliable, and generalizable scale to measure this multifaceted subject. Two separate studies reveal a common five-factor structure. These dimensions are labeled (1) Certification, (2) Resources and Capabilities, (3) Shopping Method, (4) Reliability, and (5) Communication Viability. An accurate measurement of ICT will serve as a viable control factor in future studies of Internet consumer behaviors, segmentation analyses, and in marketing strategy research.
Aiken, D., Mackoy, R., Liu, B., Fetter, R., Osland, G. (2007). "The Antecedents and Consequences of Generalized Internet Trust: Developing a Conceptual Framework and Measurement Scale". Journal of Internet Commerce, 6(4), 1-25.