Reasoning processes behind online consumers' decisions to trust a website when making low and high-risk decisions

Abstract

This paper aims to investigate the reasoning processes behind online consumers' decisions to trust a website when making low and high-risk decisions. Data were collected in an online field experiment that was then analyzed using statistical methods and models such as pivot table, longitudinal and independent logistic regressions, and Wald's chi-square test. This paper argues that people tend to use deliberative reasoning processes in a risk-free environment and rely on intuitive processes in high-risk situations with ambiguity. In addition, this study provided data-driven proof for these assumptions.