Online Trust Scale

What it measures

Measures consumer trust in an online vendor across three dimensions derived from Mayer, Davis & Schoorman's (1995) integrative trust model: integrity (honesty and principle adherence), benevolence (genuine concern for consumer welfare), and ability/competence (skills to deliver on promises). Foundational to e-commerce adoption research.

Representative items

• This vendor keeps its promises. (Integrity)
• This vendor is truthful in its dealings with me. (Integrity)
• This vendor genuinely cares about its customers. (Benevolence)
• This vendor tries to help customers in any way possible. (Benevolence)
• This vendor has the technical expertise to perform e-commerce well. (Ability)

Citation

Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.