The relationship among propensity to trust, institution-based trust, perceived control, and trust in platform

Trust is important in online commerce because consumer do not have sufficient information to judge trustworthiness comparing to traditional face to face transaction. Knowing the nature and determinants of online trust has become an important goal both in academe and business sectors. Empirical studies on the antecedents of trust in online commerce abound. However, the results are far from univocal. This study contributes to this field literature by incorporate propensity to trust, institution-based trust, perceived control and trust in platform. Data was collected from 213 consumers through online survey. Results demonstrated that propensity to trust has positive effect on trust in platform through institution-based trust and perceived control orderly. Implications and future research direction are discussed.