Abstract:

The lack of consumer trust has been traditionally considered a major factor that impedes a more rapid development of the online transactions and commercial relationships. Thus, in this project we put forward a model that studies the role of perceived website privacy, security, usability and reputation as antecedents of consumer trust to a website in the context of online financial services. We also analyze the trust-commitment relationship in the online banking context since commitment is a key variable for establishing and maintaining successful long-term oriented relationships with customers. The data, which were collected thanks to a web survey using Spanish-speaking subjects, showed that website security and privacy, usability and reputation have a direct and significant effect on consumer trust to a financial services website. In addition, consumer trust is also positively related to relationship commitment to that website.