Does Self - Efficacy Matter ? Examining Online Transaction Self - Efficacy and General Self - Efficacy in B 2 C E - Commerce

In this study, we propose a research model examining how self-efficacy affects consumer trust in web vendors, and how self-efficacy and consumer trust influence online consumers’ intentions to purchase from a certain web vendor. In particular, we separate the concept of self-efficacy into two types, general self-efficacy and domain-specific self-efficacy (i.e., online transaction self-efficacy), and we examine whether they play different roles as antecedents of trust in the realm of B2C e-commerce. The results show that online transaction self-efficacy plays an important role in consumer’s trust building while general self-efficacy does not. Online transaction self-efficacy is also an important determinant of perceived risk and a consumer’s intention to purchase. Although general self-efficacy does not play the same role as online self-efficacy, it is a key determinant of domain-specific self-efficacy (i.e., online transaction self-efficacy). This study provides a focused picture of trust-building and reinforcement of purchase intention in e-commerce, from the separated angle of self-efficacy. Theoretical and practical contributions are discussed. DOI: 10.4018/978-1-60960-577-3.ch002