Digital Natives or Digital Immigrants? The Impact of User Characteristics on Online Trust

Author List: Hoffmann, Christian Pieter; Lutz, Christoph; MECKEL, MIRIAM;

Journal of Management Information Systems, 2014, Volume 31, Issue 3, Page 138-171.

Previous research suggests that user characteristics such as web experience and demographics may affect online trust. Drawing on social cognitive theory, we explore the moderating effect of user characteristics on online trust. Based on a survey of German Internet users, we differentiate three groups by age, web experience, and education. We term these groups digital natives, digital immigrants, and naturalized digitals. A multiple-group analysis reveals significant differences in trust formation, particularly in the cues considered in the evaluation of online services. Whereas a large user base inspires confidence in digital natives, naturalized digitals are more geared toward familiar brands and recommendations. Digital immigrants most critically weigh the risks of a transaction against its benefits. We argue that specific user characteristics are associated with distinct cognitive schemata, implying distinct interests and evaluations in online transactions. Online services should differentiate their signaling efforts according to the targeted customer group.

Keywords: e-business;online trust;trust cues;web user characteristics;website signaling

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#4	0.172	characteristics experience systems study prior effective complexity deal reveals influenced companies type analyze having basis conducted determine complex comparative drive
#13	0.129	personalization content personalized willingness web pay online likelihood information consumers cues customers consumer services elaboration preference experiment framing customized timing
#284	0.114	users user new resistance likely benefits potential perspective status actual behavior recognition propose user's social associated existing base using acceptance
#178	0.098	digital divide use access artifacts internet inequality libraries shift library increasingly everyday societies understand world initiative initiatives embedded community dimensions
#145	0.091	differences analysis different similar study findings based significant highly groups popular samples comparison similarities non-is variety reveals imitation versus suggests
#202	0.076	online uncertainty reputation sellers buyers seller marketplaces markets marketplace buyer price signaling auctions market premiums ebay transaction reverse literature comments
#172	0.058	trust trusting study online perceived beliefs e-commerce intention trustworthiness relationships benevolence initial importance trust-building examines discussed building future context transactions
#116	0.055	research study influence effects literature theoretical use understanding theory using impact behavior insights examine influences mechanisms specifically context perspective findings