WEB TRUST - A MODERATOR OF THE WEB'S PERCEIVED INDIVIDUAL IMPACT by ProQuest

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The Web impacts every facet of business and also impacts the individual. This study seeks to determine what role trust plays in the impact the Web has on the individual by testing a model with satisfaction, usability, trust and ease of use as direct effects on perceived individual impact. The model also includes trust as a moderator between usability and perceived individual impact and between satisfaction and perceived individual impact. Our findings indicate that the Web's perceived individual impact is influenced by trust directly as well as the moderation of trust on usability and satisfaction. [PUBLICATION ABSTRACT]

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