Award Date


Degree Type


Degree Name

Doctor of Philosophy (PhD)


Hotel Administration

First Committee Member

John T. Bowen

Number of Pages



The major research goal of this dissertation was to identify the important factors that significantly influence the formation of a consumer's overall trust in a website. By collecting empirical data and applying multivariate statistical analysis, this study achieved this goal; The data for this study were collected through a web page-based survey. Principal component factor analysis was applied to obtain composite scores for some constructs measured with multiple items. Stepwise multiple linear regression analysis was employed to test the hypotheses. A total of five hypotheses with 20 factors were posited and tested in this study. Six factors were identified to have significant influence on the formation of a consumer's overall trust in a website. These significant factors were reputation, website characteristics, service quality, overall satisfaction, perceived risk, and education. This study also examined other relationships as suggested in the model of consumer trust in e-commerce and determined that trust indeed have strong impact on two major dimensions of customer loyalty, purchase intention and likelihood of recommendation.


Affecting; Commerce; Consumer; Consumer Trust; E-commerce; Factors; Investigation; Significant; Trust

Controlled Subject


File Format


File Size

6676.48 KB

Degree Grantor

University of Nevada, Las Vegas




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