Investigating the Effects of Percieved Web Quality on eTrust, Mediated by Hedonic Needs and Anxiety

Trust is the central dimension of e-commerce systems adoption, which is one of the most important aspects of e-CRM. In this paper, the effects of perceived Web quality on e-trust, mediated by website user’s anxiety and hedonic needs, are tested and discussed. E-trust is deconstructed into three dimensions (integrity, benevolence, and ability), and the complex relationships of e-trust dimensions with other technology adoption beliefs, including anxiety, enjoyment, and ease of use, are empirically tested with the initial data set (n=69). As expected, perceived Web quality negatively affects anxiety and positively influences enjoyment and ease of use, and anxiety negatively influences all of three dimensions of e-trust. However, enjoyment affects only integrity and benevolence dimensions of e-trust, whereas ease of use influences only ability dimension of e-trust. Furthermore, the effects of Web quality on e-trust are fully mediated by hedonic needs and anxiety. Theoretical and practical implications of these findings are discussed in the paper.