Electronic Markets

, Volume 19, Issue 2–3, pp 89–98 | Cite as

The impact of uncertainty avoidance, social norms and innovativeness on trust and ease of use in electronic customer relationship management

  • Yujong HwangEmail author
Focus Theme


Social and individual factors and their relationships to trust in electronic customer relationship management (eCRM) are important topics for e-commerce designers and information systems researchers. In spite of several previous studies of online trust and consumer behavior, none has adequately examined the influences of social and individual factors on online trust in eCRM. In this paper, the relationships among uncertainty avoidance, social norms, personal innovativeness in IT, and multidimensions of online trust (integrity, benevolence, and ability) as well as perceived ease of use (PEOU) are tested, based on a PLS analysis with 209 student samples. Social norms influence all three dimensions of online trust, while uncertainty avoidance affects only the benevolence and ability dimensions. Personal innovativeness in IT affects PEOU, and PEOU influences all three dimensions of online trust. Theoretical and practical implications of these findings beneficial to our understanding of customer relationships in the electronic marketplace are discussed in the paper.


eCRM Online trust Uncertainty avoidance Social norms Personal innovativeness in IT 

JEL classification



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Copyright information

© Institute of Information Management, University of St. Gallen 2009

Authors and Affiliations

  1. 1.School of Accountancy and MIS, DePaul UniversityChicagoUSA

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