![](https://d3ilqtpdwi981i.cloudfront.net/unvK6rByAMqo7VKiuXTNzBway9g=/425x550/smart/https://bepress-attached-resources.s3.amazonaws.com/uploads/2a/a7/6e/2aa76e40-712f-4935-8220-051d201bd586/thumbnail_10724c1f-37b7-4063-b7f9-70f2f9f119d8.jpg)
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.
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Internet Commerce on Feb 15, 2007, available online: http://wwww.tandfonline.com/10.1080/15332860802086136.
Available at: http://works.bepress.com/robert_mackoy/10/