Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Individual Customer Characteristics

Online customers have certain individual characteristics that can make them more or less
likely to trust an online company even when all the other factors that can increase trust are
present. One such characteristic is individual trust propensity. Also known as “disposition to
trust,” trust propensity is an individual trait defined as a “general willingness based on extended
socialization to depend on others” (McKnight & Chervany, 2001-2002; Ridings et al., 2002).
Empirical studies have shown that trust propensity can have either a direct or a moderating effect
on the formation of trust (Mayer et al., 1995) and that this effect applies to online shopping as
well (Cheung & Lee, 2001; Lee & Turban, 2001).

Another important individual characteristic deals with the level of Web skills of the online
consumer. Individual Web skills, i.e., how knowledgeable and capable a user is when using the Web,
have been shown to have a significant impact on Web user experience, attitudes, and intentions
(Ghani & Deshpande, 1994; Hoffman & Novak, 1996; Novak et al., 2000; Koufaris, 2002). They
are similar to the measure of computer self-efficacy which is defined as “an individual judgment of
one’s capability to use a computer” (Compeau & Higgins, 1995) and by extension, a Web site. Web
users who are not very comfortable with using the Web are less likely to have a positive experience
when using a Web site and are therefore less likely to develop trust in an online company.
Companies need to address that fact by designing Web sites that cater to the lowest common
denominator, the inexperienced Web user, while still providing the advanced functionality that an
experienced Web user would enjoy and expect.