Examining online consumers' initial trust building from an elaboration likelihood model perspective

Due to the high perceived risk and low switching costs, it is critical for online vendors to foster consumers' initial trust in order to facilitate their online transactions. The extant research has focused on using the technology acceptance model to examine initial trust, and has seldom disclosed the processes through which initial trust develops. Drawing on the elaboration likelihood model, this research examined online consumers' initial trust building when visiting a new website for the first time. The results indicated that initial trust develops along dual routes including a central route represented by argument quality and a peripheral route represented by source credibility. Self-efficacy significantly moderates the effect of argument quality on initial trust. In addition, we found the direct effects of both cultural variables-uncertainty avoidance and individualism-on initial trust.