The development of a conceptual model for online trust

Trust issue is developing into an important topic as the Internet becomes increasingly ubiquitous within everyday life. Although a lot of studies focus on salient factors that persuade consumer trust towards online vendors, few studies address the issue that online trust could be affected by consumers using cognitive information processes or simple cues to build their trust toward online vendors. It is asserted that there is a strong need for theoretical and empirical research on online trust within the field of information science. As an initial step, the present study develops a conceptual model of consumer trust in an online environment by integrating the Elaboration Likelihood Model with factors influencing online trust. The model proposes that consumers process trust-related information through peripheral or central routes in order to persuade their trust towards online vendors. Furthermore, the model helps in understanding what kind of trust-related information is a better way to persuade consumer trust within personality traits.