jasfar 2001 mediating effects of consumer trust

184
vPqH9-xCvHP CH Q”w9” C;j? 7G#‘?:*j%! ;G? YJJ# *J%*XV‘:JV W*X7 !;J 7j:*XWj“7 7G?!J*h Q-v Wj“7? !;J !J♦! Vj*J:!“[ W*X7 !;J X*j'j#G“ X* :X%[ ?‘Y7j!!JVh C;‘? ?X7J !;J?j? G#V Vj??J*!G!jX# :X%jJ? G*J j# ![%J©*j!J* WG:J ©;j“J X!;J*? 7G[ YJ W*X7 G#[ ![%J XW :X7%‘!J* %*j#!J*h C;J /‘G“j![ XW !;j? *J%*XV‘:!jX# j? VJ%J#VJ#! ‘%X# !;J /‘G“j![ XW !;J :X%[ ?‘Y7 j!!JVh y*XKJ# X* j#Vj?!j#:! %*j#! :X“X*JV X* %XX* /‘G“j![ j““‘?!*G!jX#? G#V %;X!X'*G%;? %*j#! Y“JJV!;*X‘'; ?‘Y?!G#VG*V 7G*'j#? G#V j7%*X%J* G“j'#7J#! :G# GV}J*?J“[ GWWJ:! *J%*XV‘:!jX#h v# !;J ‘#“jKJ“[ J}J#! !;G! !;J G‘!;X* VjV #X! ?J#V Q-v G :X7%“J!J 7G#‘?:*j%! G#V !;J*J G*J 7j??j#' %G'J? !;J?J ©j““ YJ #X!JVh x“?X jW ‘#G‘!;X*j]JV :X%[*j';! 7G!J*jG“ ;GV !X YJ *J7X}JV G #X!J ©j““ j#Vj:G!J !;J VJ“J!jX#h H}J*?j]J 7G!J*jG“? TJh'h 7G%? V*G©j#'? :;G*!? G*J *J%*XV‘:JV Y[ ?J:!jX#j#' !;J X*j'j#G“ YJ'j##j#' G! !;J ‘%%J* “JW!E;G#V :X7J* G#V :X#!j#‘j#' Wj*X7 “JW! !X *j';! j# J/‘G“ ?J:!jX#? ©j!; ?7G““ X}J*“G%?h 6;X!X'*G%;? j#:“‘VJV j# !;J X*j'j#G“ 7G#‘?:*j%! ;G}J YJJ# *J%*XV‘:JV ♦J*X'*G%;j:G““[ j# !;j? :X%[h kj';J* /‘G“j![ rN ♦ b™ Y“G:K G#V ©;j!J %;X!X'*G%;j: %*j#!? G*J G}Gj“GY“J WX* G#[ %;X!X'*G%;? X* j““‘?!*G!jX#? G%%JG*j#' j# !;j? :X%[ WX* G# GVVj!jX#G“ :;G*'Jh gX#!G:! Q-v Vj*J:!“[ !X X*VJ*h 6*X"‘J?! v#WX*7G!jX# G#V )JG*#j#' nss PX*!; 4JJY 9XGVh x## x*YX* -“ utmsrEmnur Q”x tssEcamEsrss pumshdyoud gifw musinniht hc fwu ohm.siwf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf musinnihtR

Upload: aris-wahyudi-alhamdulillah

Post on 13-Jul-2016

237 views

Category:

Documents


1 download

DESCRIPTION

SEMOGA BERMANFAAT

TRANSCRIPT

Page 1: Jasfar 2001 Mediating Effects of Consumer Trust

vPqH9-xCvHP CH Q”w9”

C;j? 7G#‘?:*j%! ;G? YJJ# *J%*XV‘:JV W*X7 !;J 7j:*XWj“7 7G?!J*h Q-v Wj“7? !;J !J♦! Vj*J:!“[ W*X7 !;J X*j'j#G“ X* :X%[ ?‘Y7j!!JVh C;‘?* ?X7J !;J?j? G#V Vj??J*!G!jX# :X%jJ? G*J j# ![%J©*j!J* WG:J* ©;j“J X!;J*? 7G[ YJ W*X7 G#[ ![%J XW :X7%‘!J* %*j#!J*h

C;J /‘G“j![ XW !; j? *J%*XV‘:!jX# j? VJ%J#VJ# ! ‘%X# !;J /‘G“j![ XW !;J :X%[ ?‘Y7 j!!JVh y*XKJ# X* j#Vj?!j#:! %*j#!* :X“X*JV X* %XX* /‘G“j![ j““‘?!*G!jX#? G#V %;X!X'*G%;?* %*j#! Y“JJV!;*X‘';* ?‘Y?!G#VG*V 7G*'j#?* G#V j7%*X%J* G“j'#7J#! :G# GV}J*?J“[ GWWJ:! *J%*XV‘:!jX#h

v# !;J ‘#“jKJ“[ J}J#! !;G! !;J G‘!;X* VjV #X! ?J#V Q-v G :X7%“J!J 7G#‘?:*j%! G#V !;J*J G*J 7j??j#' %G'J?* !;J?J ©j““ YJ #X!JVh x“?X* jW ‘#G‘!;X*j]JV :X%[*j';! 7G!J*jG“ ;GV !X YJ *J7X}JV* G #X!J ©j““ j#Vj:G!J !;J VJ“J!jX#h

H}J*?j]J 7G!J*jG“? TJh'h* 7G%?* V*G©j#'?* :;G*!?' G*J *J%*XV‘:JV Y[ ?J:!jX#j#' !;J X*j'j#G“* YJ'j##j#' G! !;J ‘%%J* “JW!E;G#V :X7J* G#V :X#!j#‘j#' Wj*X7 “JW! !X *j';! j# J/‘G“ ?J:!jX#? ©j!; ?7G““ X}J*“G%?h

6;X!X'*G%;? j#:“‘VJV j# !;J X*j'j#G“ 7G#‘?:*j%! ;G}J YJJ# *J%*XV‘:JV ♦J*X'*G%;j:G““[ j# !;j? :X%[h kj';J* /‘G“j![ rN ♦ b™ Y“G:K G#V ©;j!J %;X!X'*G%;j: %*j#!? G*J G}Gj“GY“J WX* G#[ %;X!X'*G%;? X* j““‘?!*G!jX#? G%%JG*j#' j# !;j? :X%[ WX* G# GVVj!jX#G“ :;G*'Jh gX#!G:! Q-v Vj*J:!“[ !X X*VJ*h

6*X"‘J?! v#WX*7G!jX# G#V )JG*#j#' nss PX*!; 4JJY 9XGVh x## x*YX** -“ utmsrEmnur Q”x

tssEcamEsrss

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 2: Jasfar 2001 Mediating Effects of Consumer Trust

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 3: Jasfar 2001 Mediating Effects of Consumer Trust

-w,vxCvPB wqqwgC” Hq gHP”Q-w9 C9Q”C* gHP”Q-w9 gH--vC-wPC xP, gQ”CH-w9 ”xCv”qxgCvHP*

vP yQZw9E”w))w9 9w)xCvHP”kv6”exP vPLw”CvBxCvHP Hq xQCH ”w9Lvgw gwPCw9” vP vP,HPw”vx

y[qG*jVG zG?WG*

x ,v””w9C x” vHP

”‘Y7j!!JV !X3G[#J k‘j]J#'G B*GV‘G!J ”:;XX“ XW y‘?j#J?? G#V w#!*J%*J#J‘*?;j%

PX}G ”X‘!;JG?!J*# Q#j}J*?j![

v# 6G*!jG“ W‘“Wj““7J#! XW !;J *J/‘j*J7J#!? WX* !;J VJ'*JJ XW

,HgCH9 Hq yQ”vPw”” x,-vPv”C9xCvHP

assm

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 4: Jasfar 2001 Mediating Effects of Consumer Trust

dfa n=EDzO 633<<__

FRP=O7uz4 thh' H= e&xT&Or d&O7n&

f7S O7uz4x OLxLO-Lng

P PPP PPx«.

dfa6.l .7wORTRON 2hh1100

FRP=O7uz4 thh' H= ,LSS C AR—LSS lZTRON&47RZ &Zn vL&OZ7Zu FRNP&Z=g fSS O7uz4x OLxLO-Lng 3z7x N7wORTRON Ln747RZ 7x POR4Lw4Ln &u&7Zx4

8Z&84zRO7_Ln wRP=7Zu 8ZnLO 374SL 'br 6Z74Ln m4&4Lx FRnLg

,LSS C AR—LSS lZTRON&47RZ &Zn vL&OZ7Zu FRNP&Z= 2hh URO4z 5LLH cR&n

IgMg ,R+ '2*1 fZZ fOHROr .S *J'h1i'2*1

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 5: Jasfar 2001 Mediating Effects of Consumer Trust

x ,j??J*!G!jX# w#!j!“JV

-w,vxCvPB wqqwgC” Hq gHP”Q-w9 C9Q”C* gHP”Q-w9 gH--vC-wPC xP, gQ”CH-w9 ”xCv”qxgCvHP*

vP yQZw9E”w))w9 9w)xCvHP”kv6”exP vPLw”CvBxCvHP Hq xQCH ”w9Lvgw gwPCw9” vP vP,HPw”vx

y[qG*jVG zG?WG*

3J ;J*JY[ :J*!jW[ !;G! !;j? ,j??J*!G!jX# ?‘Y7j!!JV Y[ qG*jVG zG?WG* :X#WX*7? !X G::J%!GY“J ?!G#VG*V?* G#V G? ?‘:; j? WX““[ GVJ/‘G!J j# ?:X%J G#V /‘G“j![h v! j? !;J*JWX*J G%%*X}JV G? !;J W‘“Wj““7J#! XW !;J ,j??J*!G!jX# *J/‘j*J7J#!? WX* !;J VJ'*JJ XW ,X:!X* X W y‘?j#J?? xV7j#j?!*G!jX#h

%%*X}JVe

3j““jG7 zX“ g;Gj*%J*?X#

0J*Y zX

gX77j

* 6;h,77j!WJJ -J7YJ*

zX?Y#; )WyG““X‘#* 6“W,h j*J:*X} XW ,X:!X*G“ 9J?JG*:;

A6*J?!X# zX*WJ?* , y x Ax??X:jG!J ,JG# X W 3G[#J k‘j]J#'G B*GV‘G!J ”:;XX“ XW y‘?j#J??

d . t 6 ' . w o ,G!J

,G!J

W! A*0 # Swqo

,G!J

PX}G ”X‘!;JG?!J*# Q#j}J*?j![ assm

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 6: Jasfar 2001 Mediating Effects of Consumer Trust

gw9CvqvgxCvHP ”CxCw-wPC

v ;J*JY[ :J*!jW[ !;G! !;j? %G%J* :X#?!j!‘!J? 7[ X©# %*XV‘:!* !;G! ©;J*J !;J “G#'‘G'J XW X!;J* j? ?J! WX*!* /‘X!G!jX# 7G*K? ?X j#Vj:G!J G#V !;G! G%%*X%*jG!J :*JVj! j? 'j}J# ©;J*J v ;G}J ‘?JV !;J “G#'‘G'J* jVJG?* J♦%*J??jX#? X* ©*j!j#' XW

qG*jVG zG?WG*

G#X!;J*h

”j'#JV

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 7: Jasfar 2001 Mediating Effects of Consumer Trust

xy”C9xgC

-w,vxCvPB wqqwgC” Hq gHP”Q-w9 C9Q”C* gHP”Q-w9 gH--vC-wPC xP, gQ”CH-w9 ”xCv”qxgCvHP*

vP yQZw9E”w))w9 9w)xCvHP”kv6”exP vPLw”CvBxCvHP Hq xQCH ”w9Lvgw gwPCw9” vP vP,HPw”vx

y[qG*jVG zG?WG*

C;J *G%jV '*X©!; XW *J“G!jX#?;j% 7G*KJ!j#' ?%J:jWj:G““[ j# %J*?%J:!j}J XW j#Vj}jV‘G“ :X#?‘7J* ;G? “JV !X G# j#:*JG?JV WX:‘? X# WG:J!? XW :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? G? !;J ?‘::J??W‘“ *J“G!jX#G“ J♦:;G#'J X‘!:X7Jh

C;J %‘*%X?J XW !;j? ?!‘V[ ©G? !X VJ!J*7j#J ©;J!;J* :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#!* G#V :‘?!X7J* ?G!j?WG:!jX# 7JVjG!J ?J*}j:J /‘G“j![ G#!J:JVJ#!? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X7%J!J#:J* G#V *J“G!jX#?;j% }G“‘J' !X :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? j# G‘!X ?J*}j:J :J#!J*?h

x !;JX*J!j:G“ W*G7J©X*K ©G? VJ}J“X%JV !X !J?! %X?j!j}J *J“G!jX#?;j% G7X#' !;J ?!‘V[ :X#?!*‘:!h C;J ?!‘V[ ‘!j“j]JV !*‘?! G#V :X77j!7J#! G? !;J KJ[ 7JVjG!j#' }G*jGY“J? VJ}J“X%JV Y[ -X*'G# G#V k‘#! Tmbbu'o yJ**[ Tmbbb'o :‘?!X7J* ?G!j?WG:!jX# VJ}J“X%JV Y[ 6J[*X!* gXX%J* G#V ”:;#G%; Tmbbn'o ”!J%;J# G#V C;X7G? Tmbbr' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? VJ}J“X%JV Y[ 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G# Tmbbr'h

x# G#G“[?j? XW !;J VG!G *J}JG“JV !©X 7G’X* Wj#Vj#'?e qj*?!o :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G*J !;J KJ[ 7JVjG!j#' }G*jGY“J? X W !;J *J“G!jX#?;j% YJ!©JJ# ?J*}j:J /‘G“j![ G#!J:JVJ#!? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX# J♦%*J??“[ WX:‘?JV W*X7 :X#?‘7J* %J*?%J:!j}J X# Y‘?j#J?? !X :X#?‘7J* *J“G!jX#?;j%?h ”J:X#Vo *J“G!jX#?;j% }G“‘J ?‘:; G? G!!J#Vj#' !;J ?X:jG“ 7JJ!j#' ©j!; !;J ?J*}j:J %*X}jVJ** !;J :X7%G#[$? :G*J GYX‘! !;Jj* :‘?!X7J* G#V !;Jj* WG7j“jJ? Vj*J:!“[ j#W“‘J#:J? WG}X*GY“J :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?* ?‘:; G? ?G[ %X?j!j}J GYX‘! !;J ?J*}j:J :J#!J** %G[ 7X*J* G#V ©X*V XW 7X‘!;h

C;J *J?‘“!? XW !;j? ?!‘V[ ;G}J j7%X*!G#! j7%“j:G!jX#? WX* %*G:!j:j#' 7G#G'J*? !X ‘#VJ*?!G#V :X#?‘7J* !*‘?! G#V :‘?!X7J* ?G!j?WG:!jX# YJ!!J*h x‘!X ?J*}j:J :J#!J* 7G#G'J*? ?;X‘“V WX:‘? !;Jj* JWWX*!? X# !;J /‘G“j![ XW ?J*}j:J?* j#:“‘Vj#'e :X7%J!J#:J XW %;[?j:G“ J/‘j%7J#! G#V J7%“X[JJ ?Kj““?o !;J :X7%G#[$? WGj*#J??o :X77‘#j:G!jX#? ©j!; :‘?!X7J*? G#V !;J }G“‘J X W :X#?‘7J* *J“G!jX#?;j%h q‘!‘*J *J?JG*:; :X‘“V J♦%“X*J G“!J*#G!j}J 7XVJ“ j# X!;J* ?J*}j:J ?J:!X*?* j#}J?!j'G!j#' !;j? :X#!j#'J#:[ 7XVJ“ j# X!;J* VX7Gj#* j#}X“}J !;J :X7%G#[EJ7%“X[JJ? *J“G!jX#?;j%? G#V *JJ♦G7j#J !;J }G*jGY“J? j# !;j? ?!‘V[ ‘?j#' G “X#'j!‘Vj#G“ VJ?j'#h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 8: Jasfar 2001 Mediating Effects of Consumer Trust

xg(PH3)w,Bw-wPC

C;*X‘'; X‘! 7[ VX:!X*G“ :X‘*?J ©X*K G#V !;j? Vj??J*!G!jX# %*X:J??* 7G#[ %JX%“J ;G}J XWWJ*JV !;Jj* ?‘%%X*!* GV}j:J* G#V J#:X‘*G'J7J#!h v ©X‘“V “jKJ !X G:K#X©“JV'J !;J ;J“% G#V ?‘%%X*! XW !;J7 ©j!;X‘! ©;X7 !;j? ?!‘V[ ©X‘“V #X! ;G}J YJJ# :X7%“J!JVh

v ©j?; !X J♦%*J?? 7[ VJJ%J?! G%%*J:jG!jX# !X 7[ :;Gj*%J*?X#* ,*h 3j““jG7 zX;#?X#* WX* ;j? :X#?j?!J#! ?‘%%X*!* '‘jVG#:J* %G!jJ#:J* J#:X‘*G'J7J#! G#V :X#?!*‘:!j}J :*j!j:j?7h

v ©X‘“V G“?X “jKJ !X J♦%*J?? 7[ ?%J:jG“ !;G#K? !X ,*h kJ*Y zX;#?X# G#V ,*h 6J““J! 6JV*X* G? YX!; :X‘*?J %*XWJ??X*? G#V Vj??J*!G!jX# :X77j!!JJ 7J7YJ*?* WX* %*X}jVj#' 7G#[ ?‘''J?!jX#? G#V *J:X77J#VG!jX#?h )jKJ©j?J v X©J G VJY! XW '*G!j!‘VJ !X ,*h zXJ yG““X‘#* P”Q ,j*J:!X* XW 9J?JG*:;* WX* ;j? ?‘%%X*! G#V '‘jVG#:J

x ?%J:jG“ ©X*V XW !;G#K? 'XJ? !X 6*XWh ,*h C;XY[ -‘!;j?* ,*h Z‘?©G** 4hyh* -yx* ,*h g;Gj*‘7G# x*7jGo -x G#V ,*h 6G#V’j* WX* !;Jj* %J*7j??jX#* J#:X‘*G'J7J#!* G#V ?‘%%X*! !;G! 7GKJ 7J 7X!j}G!JV !X :X7%“J!J 7[ Vj??J*!G!jX#h

v G“?X ©X‘“V “jKJ !X J♦!J#V 7[ '*G!JW‘“ G%%*J:jG!jX# !X ,*?h 9XYJ*!* -- WX* ;J“%j#' ©j!; VG!G G#G“[?j? G#V ![%j#' !;J V*GW!h x“?X !X 7[ ?!‘VJ#!? XW -G*KJ!j#' -G#G'J7J#! :X‘*?J :“G?? ©;X ;J“% j# :X““J:!j#' VG!Gh

”%J:jG“ !;G#K? G*J V‘J !X G““ :X““JG'‘J? G! C*j?GK!j Q#j}J*?j![* !X 7[ :X““JG'‘J? XW PX}G ?!‘VJ#!?* -* ”XJKj?#X* -* kG#VXKX* -* x?J%* -* kJ7* -*? -‘!jG*G* -*? kG*?j#j* -*? Z}X#J G#V -*? zG#Jh v! j? !*‘“[ G %“JG?‘*J !X YJ G??X:jG!JV ©j!; !;J7h

qj#G““[* v X©J 7[ ;‘?YG#V* zG?WG** !;J 7X?! WX* ;j? “X}J G#V ‘#VJ*?!G#Vj#'h v ©X‘“V #X! ;G}J YJJ# GY“J !X :X7%“J!J ?‘:; G# J♦G:!j#' !G?K ©j!;X‘! ;j? :X#?!G#! ?‘%%X*!h C;G#K [X‘* +x[G;™h x“?X !X 7[ VG‘';!J*?* ”;G#V[ G#V -Jj!“G* !X JG:; G#V J}J*[ 7J7YJ* XW 7[ WG7j“[* WX* J#:X‘*G'J7J#!* ?‘%%X*!* “X}J* G#V ‘#VJ*?!G#Vj#' ©;j:; ;G? ;J“%JV 7J %J*?j?! :X7%“J!jX#h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 9: Jasfar 2001 Mediating Effects of Consumer Trust

Cxy)w Hq gHPCwPC”

6G'J

)v”C Hq Cxy)w”hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh ♦)v”C Hq qvBQ9w”hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh ♦jg;G%!J*

) vPC9H,QgCvHPhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh m,X7Gj# XW !;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh cyG:K'*X‘#V X W !;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rC;JX*J!j:G“ q*G7J©X*Khhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh p”!G!J7J#! XW !;J 6*XY“J7hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mn6‘*%X?J XW !;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh muz‘?!jWj:G!jX# X W !;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mc”:X%J G#V )j7j!G!jX#? X W C;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mp,JWj#j!jX#? X W CJ*7?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mtg;G%!J* ”‘77G*[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh as

kh 9wLvw3 Hq Ckw )vCw9xCQ9whhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh aav#!*XV‘:!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh aa9J“G!jX#?;j% w♦:;G#'Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh acC;J gX#:J%! XW 9J“G!jX#?;j% -G*KJ!j#'* q*X7 !;J gX#?‘7J*$?

6J*?%J:!j}Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh atC*‘?! G#V gX#?‘7J* gX77j!7J#! G? !;J -JVjG!j#' LG*jGY“J XW

9J“G!jX#?;j% -G*KJ!j#'hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh nmC*‘?!e ,JWj#j!jX# G#V ,j?:‘??jX# XW !;J gX#?!*‘:!hhhhhhhhhhhhhhhhhhhhhhhh nngX77j!7J#!e ,JWj#j!jX# G#V ,j?:‘??jX# XW !;J gX#?!*‘:! nr

;K

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 10: Jasfar 2001 Mediating Effects of Consumer Trust

6G'J

6J*:Jj}JV ”J*}j:J "‘G“j![* ,JWj#j!jX# G#V ,j?:‘??jX# XW!;J gX#?!*‘:! hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh us

C;J x#!J:JVJ#!? XW C*‘?! G#V gX77j!7J#! hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh ut6J*:Jj}JV gX7%J!J#:Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh ub6J*:Jj}JV qGj*#J??hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh cmgX77‘#j:G!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh cu9J“G!jX#?;j% L G“‘Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh crgX#?‘7J* yJ;G}jX*G“ v#!J#!jX#? G? G# H‘!:X7J XW 9J“G!jX#?;j%

-G*KJ!j#'hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh cp6J*:Jj}JV ”J*}j:J "‘G“j![* g‘?!X7J* ”G!j?WG:!jX# G#V g‘?!X7J*

yJ;G}jX*G“ v#!J#!jX#?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rsg;G%!J* ”‘77G*[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rn

7 h -wCkH,H)HBZhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rrv#!*XV‘:!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rr9J?JG*:; , J?j'#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rp,J}J“X%7J#! X W C;J k[%X!;J?J?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rb,G!G gX““J:!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh tm”G7%“J ” j]Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh tmgX#?!*‘:!? ,JWj#j!jX#* -JG?‘*J? G#V H%J*G!jX#G“j]G!jX#

LG*jGY“J?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh tn-JG?‘*J?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh tuH%J*G!jX#G“j]G!jX# XW LG*jGY“J?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh trv#?!*‘7J#! 9J“jGYj“j![ G#V LG“jVj![hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bs9J“jGYj“j![ hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bs

;KK

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 11: Jasfar 2001 Mediating Effects of Consumer Trust

6G'J

LG“jVj![ hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh ba,G!G x#G“[?j?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bcCJ?!j#' -JVjG!jX# LG*jGY“Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bcg;G%!J* ”‘77G*[ hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bp

vLh xPx)Z”v” xP, 69w”wPCxCvHP Hq qvP,vPB”hhhhhhhhhhhhhhhhh btv#!*XV‘:!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bt”G7%“J g;G*G:!J*j?!j:?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh btk[%X!;J?j? F m hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msmk[%X!;J?j? F a hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msmk[%X!;J?j? F n hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msak[%X!;J?j? F u hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msnk[%X!;J?j? F c hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msuk[%X!;J?j? F r hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msuk[%X!;J?j? F p hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msck[%X!;J?j? F t hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msrk[%X!;J?j? F b hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mspk[%X!;J?j? F ms hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mspk[%X!;J?j? F mm hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mstk[%X!;J?j? F mahhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh msbk[%X!;J?j? F mnhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmsk[%X!;J?j? F m u hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmsk[%X!;J?j? F m c hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh v “ “k[%X!;J?j? F m r hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmak[%X!;J?j?F mp hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmnk[%X!;J?j? F mt hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmr

;KKK

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 12: Jasfar 2001 Mediating Effects of Consumer Trust

6G'J

k[%X!;J?j? F m b hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mmtk[%X!;J?j? F a s hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mask[%X!;J?j? F a m hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh maak[%X!;J?j? F a a hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mack[%X!;J?j? F a n hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mar”‘77G*[ XW qj#Vj#'hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh map

Lh ”Q--x9Z* ,v”gQ””vHP Hq ”CQ,Z qvP,vPB”*-xPxBw9vx) v-6)vgxCvHP”* gHPC9vyQCvHP CH Ckw ”CQ,Z xP, 9wgH--wP,xCvHP” qH9 qQCQ9w9w”wx9gkhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mns”‘77G*[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mns,j?:‘??jX# XW ”!‘V[ qj#Vj#'?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mnn6J*:Jj}JV ”J*}j:J "‘G“j![ T6J*:Jj}JV gX77‘#j:G!jX#*

6J*:Jj}JV qGj*#J??* 6J*:Jj}JV gX7%J!J#:J G#V9J“G!jX#?;j% LG“‘Jhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mnn

C;J (J[ -JVjG!j#' LG*jGY“J? hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mnr-G#G'J*jG“ v7%“j:G!jX#hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mnb-G’X* gX#!*jY‘!jX# XW !;J ”!‘V[hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mum9J:X77J#VG!jX# WX* q‘!‘*J 9J?JG*:;hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh muu

x66wP,v0 h xh "Qw”CvHPPxv9whhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mur

9wqw9wPgw”hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mcs

yvy)vHB9x6kZhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mrs

K:

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 13: Jasfar 2001 Mediating Effects of Consumer Trust

)v”C Hq Cxy)w”

CGY“J? 6G'Jnhmh g*X#YG:; x“%;G XW 6*J}jX‘? ”!‘VjJ?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh bmnhah ”:G“J* 9J“jGYj“j![ G#V LG“jVj![ X W v#VJ%J#VJ#!* ,J%J#VJ#! G#V bn

-JVjG!j#' LG*jGY“J?hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhuhmh C;J ”G7%“J g;G*G:!J*j?!j:? X W g‘?!X7J* XW x‘!X ”J*}j:J gJ#!J* hhh bbuhah 9J?‘“!? XW 6JG*?X# gX**J“G!jX# k[%X!;J?j]JV hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mssuhnh 9J'*J??jX# 9J?‘“!? WX* k[%X!;J?j]JV 9J“G!jX#?;j% Tkvp' hhhhhhhhhhhhhh v v”uhuh 9J'*J??jX# 9J?‘“!? WX* k[%X!;J?j]JV 9J“G!jX#?;j% Tkv t' hhhhhhhhhhhhhh mmpuhch 9J'*J??jX# 9J?‘“!? WX* k[%X!;J?j]JV 9J“G!jX#?;j% Tkmb' hhhhhhhhhhhhhh mmbuhrh 9J'*J??jX# 9J?‘“!? WX* k[%X!;J?j]JV 9J“G!jX#?;j% Tkas' hhhhhhhhhhhhhh mamuhph ”!G#VG*Vj]JV 6G*G7J!J* w?!j7G!J? WX* !;J k[%X!;J?j]JV X W !;J

”!7:!‘*G“ w/‘G!jX# -XVJ“? hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mauuhth ”‘77G*[ X W P‘““ k[%X!;J?j]JV CJ?!? hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mat

0

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 14: Jasfar 2001 Mediating Effects of Consumer Trust

)v”C Hq qvBQ9w”

6G'J

qj'‘*Jh mh x C;JX*J!j:G“ q*G7J©X*K WX* x# v#!J'*G!j}J y‘[J* ”J““J*9J“G!jX#?;j% hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh t

qj'‘*Jh nh -XVJ“ XW y‘[J* ”J““J* 9J“G!jX#?;j% v# v#VX#J?jG# x‘!X”J*}j:J gJ#!J* hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh rt

qj'‘*Jh uh -XVJ“ XW -JVjG!j#' wWWJ:! XW gX#?‘7J* C*‘?!* gX#?‘7J*gX77j!7J#! G#V g‘?!X7J* ”G!j?WG:!jX# j# y‘[J* ”J““J* XW x‘!X ”J*}j:J gJ#!J* j# v#VX#J?jG hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh mab

:K

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 15: Jasfar 2001 Mediating Effects of Consumer Trust

m

gkx6Cw9 v

vPC9H,QgCvHP

v# !;J Q#j!JV ”!G!J?* G “JGVJ* j# !;J !*G#?WX*7G!jX# !X G ?J*}j:J

J:X#X7[* !;J %J*:J#!G'J XW ©X*KJ*? J7%“X[JV j# !;J ?J*}j:J ?J:!X* ;G? *j?J#

W*X7 G 7J*J ns R j# mbss !X J?!j7G!JV ts R Y[ mbbu Tqj!]?j77X# G#V

qj!]?j77X#?* mbbu* %h c'h v#VJJV* !;*JJ WX‘*!;? XW !;J ©X*KJ*? j# 7G#‘WG:!‘*j#'

Wj*7? G*J G:!‘G““[ J#'G'JV j# ?‘%%X*! ?J*}j:J? ?‘:; G? 7Gj#!J#G#:J* *J?JG*:;*

G::X‘#!j#'* 7G*KJ!j#'* %J*?X##J“ 7G#G'J7J#!* G#V j#WX*7G!jX# %*X:J??j#'*

*G!;J* !;G# j# !;J Vj*J:! %*XV‘:!jX# XW 'XXV?h

v# v#VX#J?jG* !;J ?G7J !;j#' j? ;G%%J#j#'h C;J :X#!*jY‘!jX# XW ?J*}j:J?

?J:!X* j? GYX‘! un*m R XW B,6 G#V G::X‘#!? WX* csR XW !;J ©X*K WX*:J T!;J

v#VX#J?jG y‘*JG‘ XW ”!G!j?!j:* mbbt'h C;‘?* !;J ?J*}j:J j#V‘?!*[ %“G[? G }J*[

j7%X*!G#! *X“J j# v#VX#J?jG J:X#X7[ !;G! :G# YJ '*X‘%JV j#!Xe Y‘?j#J?? ?J*}j:J?

T:X#?‘“!j#'* Wj#G#:J* YG#Kj#''* !*GVJ ?J*}j:J? T*J!Gj“j#'* 7Gj#!J#G#:J G#V

*J%Gj*'* j#W*G?!*‘:!‘*J ?J*}j:J? T:X77‘#j:G!jX#* !*G#?%X*!G!jX#'* ?X:jG“i%J*?X#G“

?J*}j:J? T*J?!G‘*G#!* ;JG“!; :G*J'* %‘Y“j: GV7j#j?!*G!jX# TJV‘:G!jX#* 'X}J*#7J#!'

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 16: Jasfar 2001 Mediating Effects of Consumer Trust

a

C;J JWWJ:!j}J 7G#G'J7J#! X W Y‘[J*E?J““J* *J“G!jX#?;j%? j# ?J*}j:J?

j#V‘?!*[* ;G? “X#' YJJ# *J:X'#j]JV G? YJj#' :*j!j:G“ WX* Y‘?j#J?? ?‘::J??

T3j“?X#* mbbc'* G#V ©j““ YJ !;J 7X?! :*j!j:G“ ©;J# !;J ?J*}j:J j? !J:;#j:G“

:X7%“J♦* :‘?!X7j]JV* VJ“j}J*JV X}J* G :X#!j#‘X‘? ?!*JG7 XW !*G#?G:!jX# TyJ**[*

mbtn' G#V ©;J*J 7G#[ Y‘[J*? G*J *J“G!j}J“[ ‘#?X%;j?!j:G!JV GYX‘! !;J ?J*}j:J

TB;j#'X“V G#V -GjJ** mbtr'h x‘!X ?J*}j:J :J#!J*? ;G}J !;J?J :;G*G:!J*j?!j:? G?

G %*XWJ??jX#G“ ?J*}j:Jh

y[ mbbt* !;J*J ©J*J mc 7j““jX# :G*? j# v#VX#J?jG* G#V Y[ ©;j:; '*J©

nbshsss ‘#j!?h kX©J}J* !;J v#VX#J?jG# J:X#X7j: :*j?j? G! !;J J#V XW mbbp G#V

mbbt* :G‘?J G VJ:*JG?J j# !;J ?G“J X W #J© :G*? !X cshsss ‘#j!?i [JG** !;X‘'; j#

mbbb* j! j#:*JG?J G'Gj# !X mmchsss ‘#j!?i [JG*h 9J?JG*:; ©j!; j# !;J x‘!X7X!j}J

v#V‘?!*[ x??X:jG!jX# j# mbbb G#V !;J Lj?!JX# x‘!X7X!j}J ”[?!J7 i Lx”* Q”x

j# !;J ?G7J [JG* WX‘#V !;G! j# !;J [JG* asss j! j? J♦%J:!JV mrrhsss E asshsss

:G*? ©j““ YJ ?X“V V‘J !X !;J *J:X}J*[ XW !;J v#VX#J?jG# J:X#X7[ T”3x

-G'G]j#J* mbbb* %h mm'h ”‘%%X*!j#' !;J j#:*JG?J X W :G* ?G“J? j# v#VX#J?jG* !;J

*X“J XW G‘!XE?J*}j:J :J#!J*? ©j““ :J*!Gj#“[ YJ:X7J }J*[ j7%X*!G#!h v# mbbb* !;J*J

©J*J 7X*J !;G# msss :G* ?J*}j:J :J#!J*? j# zGKG*!G XW ©;j:; cta ‘#j!? ©J*J

*J'j?!J*JV ©j!; !;J ,J%G*!7J#! XW v#V‘?!*[ G#V C*GVJh -X*J !;G# uss ‘#j!?

©J*J #X! *J'j?!J*JV* 7X?! XW !;J?J G‘!X ?J*}j:J :J#!J*? G*J !;J ?7G““E?:G“J

:X7%G#jJ? G#V #X#EG‘!;X*j]JVh ”J}J*G“ *JG?X#? :G# J♦%“Gj# !;J?J G7X#'

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 17: Jasfar 2001 Mediating Effects of Consumer Trust

n

X!;J*?* G*J !;J j'#X*G#:J XW !;J X©#J*?* %J*:J%!jX# !;G! #X YJ#JWj! :G# YJ

XY!Gj#JV* G#V “G:K XW J#WX*:J7J#! Y[ !;J “X:G“ 'X}J*#7J#!h

gX7G*J?!X ”J*}j:J!G7G Tg”' j? X#J X W !;J 7X*J WG7X‘? *J'j?!J*JV G#V

#X# G‘!;X*j]JV :G* ?J*}j:J :J#!J*? j# zGKG*!G G#V ©G? WX‘#V j# mbbsh PX© ;G?

7X*J !;G# asss :‘?!X7J*? G#V ;G? rs ?Kj““ ?!GWW 7J7YJ*? J7%“X[JV j# mm :G*

?J*}j:J :J#!J*?h C;J?J :J#!J*? G*J G““ “X:G!JV :“X?J !X ?;X%%j#' :J#!J*?h C;J KJ[

?‘::J??W‘“ WG:!X*? j# !;j? :X7%G#[$? VJ}J“X%7J#! G*J !;J :X77j!7J#! XW !;J

:X7%G#[ !X 'j}J !;J ;j';J?! ?J*}j:J /‘G“j![ !X j!? :‘?!X7J*h C;J 7G#G'J*? G#V

J7%“X[JJ? YJ“jJ}J !;G! !;j? :X7%G#[ j? !*‘?!EYG?JV Y‘?j#J??* G#V !;‘? }G“‘J

!*‘?! YJ!©JJ# !;Jj* :‘?!X7J*? j? }J*[ j7%X*!G#! Y‘j“Vj#' XW Y‘[J*E?J““J*

*J“G!jX#?;j%? TZG%* mbbb* %h mn'h v# !;J ?G7J :G?J* x?!*G -X!X* gX7%G#[* G?

!;J “G*'J?! G‘!X 7G#‘WG:!‘*J* j# v#VX#J?jG* ;G? YJJ# ?‘::J??W‘“ j# Y‘j“Vj#' j!?

G‘!;X*j]JV :G* ?J*}j:J :J#!J*? YJ:G‘?J j! WG:j“j!G!J j!? :G* ?J*}j:J :J#!J*? ©j!;

7XVJ*# J/‘j%7J#! G#V !*Gj# ?Kj““JV ?!GWW !X ?G!j?W[ !;Jj* :‘?!X7J*?h g‘?!X7J*$

?G!j?WG:!jX# j? X#J XW !;J KJ[ ?‘::J??W‘“ WG:!X*? j# !;j? :X7%G#[h 6*G#G:j!*G* !;J

-G#G'J* XW *J%Gj* G#V 7Gj#!J#G#:J Vj}j?jX# XW 6Ch qJVJ*G“ -X!X** X#J XW

kX#VG x??J7Y“J* gX7%G#[ YJ“jJ}J? !;G! !;J ?‘::J?? XW G :G* :X7%G#[ VJ%J#V?

X# ;X© j! ?J*}J? j!? Y‘[J*? ©j!; 'XXV *J%Gj*? G#V 7Gj#!J#G#:J ?J*}j:J?* ?X G? !X

7Gj#!Gj# “X#' “G?!j#' *J“G!jX#?;j%? ©j!; !;J7h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 18: Jasfar 2001 Mediating Effects of Consumer Trust

yX!; gX7G*J?!X ”J*}j:J!G7G G#V x?!*G -X!X* gX7%G#[ jVJ#!jW[

:‘?!X7J* %J*:J%!jX#? XW !;J :X7%G#jJ?$ :X7%J!J#:J* YJ#J}X“J#:J* ;X#J?! G#V

WGj*#J?? G? WX‘#VG!jX#G“ !X :‘?!X7J* !*‘?! G#V ?X j? !;J KJ[ !X ?‘::J?? j#

*J“G!jX#?;j% 7G*KJ!j#'h 9J“G!jX#?;j% 7G*KJ!j#' :G# G““X© :G* ?J*}j:J :J#!J*? !X

J♦%“Xj! !;J !X!G“ ?J*}j:J :X#:J%! G#V 7Gj#!Gj# ?!*X#' GV}G#!G'J?h C;‘?*

9J“G!jX#?;j% -G*KJ!j#' :G# %*X}jVJ j#!G#'jY“J ?!*X#'* “X#'E!J*7 :‘?!X7J*

YJ#JWj!? !;G! 7G[ YJ 7X*J VjWWj:‘“! !X 7G!:;h BGj#j#' G :X7%J!j!j}J GV}G#!G'J

j? YJ:X7j#' 7X*J VjWWj:‘“! j# !;j? j#V‘?!*[h 9J“G!jX#?;j% 7G*KJ!j#' XWWJ*? G#

X%%X*!‘#j![ WX* :“JG*“[ VjWWJ*J#!jG!j#' G ?J*}j:J :J#!J* W*X7 j!? :X7%J!j!X*? G#V

J?!GY“j?;J? “G?!j#' *J“G!jX#?;j% YX#V? ©j!; !;Jj* :‘?!X7J*?h C;j? j? G :*‘:jG“

WG:!X** G#V ?X* WX*7? !;J *J?JG*:; /‘J?!jX# WX* !;j? ?!‘V[h C=S7RHy M=6 3DH7G,

:7RR7G G7R=FLAP:MLE: LP S=GJ7FLP< :7GKL97:y E=GFL9DR=GRH 6LFM =DFA :7GKL97 97PF7G:

LP ?P5AP7:L=y =G7 =••79F75 3H E7G97LK75 R7K7R: A • FGD:Fy 9ASSLFS7PFy =P5

9D:FAS7Gm: :=FL:•=9FLAP FA6=G5: AP7 =PAFM7G =P5 FM7LG 7••79F: AP = 9D:FAS7Gm:

37M=KLAG=R LPF7PFLAP:p

9J?JG*:; X# G‘!X ?J*}j:J :J#!J*? j# zGKG*!G ©j““ YJ YG?JV X# !*‘?! G#V

:X77j!7J#!* G*J !©X VX7j#G#! WG:!X*? !;G! j#W“‘J#:J !;J %J*WX*7G#:J X W !;J

G‘!X ?J*}j:J :J#!J*? TzG?WG** mbbp* %h cu'h C;J*J ;G}J YJJ# #X ?!‘VjJ? !X VG!J

©;j:; ;G}J j#}J?!j'G!JV Y‘[J*E?J““J* *J“G!jX#?;j%? j# G‘!X ?J*}j:J :J#!J*? j#

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 19: Jasfar 2001 Mediating Effects of Consumer Trust

c

v#VX#J?jG Tv#VX#J?jG )jY*G*[ gJ#!J*?* zGKG*!G'h C;‘?* !;J *J?‘“!? XW !;j? ?!‘V[

:X‘“V YJ YJ#JWj:jG“ YX!; WX* X©#J*? G#V :‘?!X7J*? XW G‘!X ?J*}j:J :J#!J*?h

,X7Gj# XW !;J ”!‘V[

C;j? *J?JG*:; j#}J?!j'G!J? !;J *X“J XW :X#?‘7J* !*‘?!* :X#?‘7J*

:X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G? 7JVjG!j#' }G*jGY“J? j# Y‘[J*E?J““J*

*J“G!jX#?;j%?h C;j? ?!‘V[ ©j““ J♦G7j#J G“?X* ©;J!;J* !;J G#!J:JVJ#!? XW

%J*:Jj}JV ?J*}j:J /‘G“j![e :X7%G#[A? %J*:Jj}JV :X7%J!J#:J* :X7%G#[$?

%J*:Jj}JV WGj*#J??* :X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* G#V %J*:Jj}JV

*J“G!jX#?;j% }G“‘J :X#!*jY‘!J Vj*J:!“[ !X :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#!

G#V :‘?!X7J* ?G!j?WG:!jX#* j# !;j? *J“G!jX#?;j%?hh qj#G““[* !;j? ?!‘V[ ©j““ J♦G7j#J

!;J JWWJ:!? XW :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J*$?

?G!j?WG:!jX# X# YJ;G}jX*G“ j#!J#!jX#?h C;J?J :X#:J%!? G*J G%%“jJV G! G‘!X ?J*}j:J

:J#!J*? j# zGKG*!G* G Yj''J?! :j![ j# v#VX#J?jG ©j!; a*ccs*sss :G*? G#V cta

*J'j?!J*JV G‘!X ?J*}j:J :J#!J*? :X#?j?! XW mru G‘!;X*j]JV* ub ?J7j G‘!;X*j]JV

G#V nrb #X# G‘!;X*j]JV G‘!X ?J*}j:J :J#!J*? Tk!!% eiihk”Hhx?!*GhgX7e

k!!% eii333hv#VX7XYj“h gX7e k!!%eii333h”‘#7X!X*hgX7e

k!!%eii333hZJ““X©%G'J?h:XhjV * mbbb'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 20: Jasfar 2001 Mediating Effects of Consumer Trust

r

yG:K'*X‘#V XW !;J ”!‘V[

-X*J j#!G#'jY“J ?J*}j:J? %X??J?? G '*JG!J* #‘7YJ* XW 7’E7GL7P97

OD=RLFL7:y X* %*X%J*!jJ? !;G! :G# YJ J}G“‘G!JV X#“[ GW!J* %‘*:;G?j#'h x! !;J

J♦!*J7J G*J :J*!Gj# G!!*jY‘!J? !;G! G Y‘[J* 7G[ #X! YJ GY“J !X J}G“‘G!J J}J# GW!J*

%‘*:;G?j#' G#V ‘?‘G““[ %X??J??JV X#“[ Y[ !J:;#j:G““[ :X7%“J♦* j#!G#'jY“J

?J*}j:J?h ”‘:; G!!*jY‘!J? G*J :G““JV 9G757P97 OD=RLFL7: YJ:G‘?J :‘?!X7J*? 7‘?!

YJ“jJ}J !;G! !;J %*J?J#:J XW !;J?J /‘G“j!jJ? X# WGj!; YG?JV X# !;J ©X*V XW X!;J*?

T4Jj!;G7“* mbtm* g*X?Y[* w}G#* G#V gX©“J? Tmbbs'h C;J /‘G“j![ X W ?J*}j:J?

?‘:; G? 7JVj:G“ X%J*G!jX#?* “jWJ j#?‘*G#:J* G‘!X *J%Gj** X* “J'G“ *J%*J?J#!G!jX#

7G[ YJ }J*[ ;G*V WX* G# G}J*G'J %J*?X# !X ’‘V'Jh v# ?‘:; :G?J* :X#?‘7J* !*‘?!*

:X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G*J :*j!j:G“ j# Y‘j“Vj#' G#V

7Gj#!Gj#j#' Y‘[J*E?J““J* *J“G!jX#?;j%? Tg*X?Y[* w}G#* G#V gX©“J? mbbs*

-X*'G# G#V k‘#!* mbbuo yJ**[* mbbbo BG*YG*j#X G#V zX;#?X#* mbbbo )“X[V*

0333u'

v# !;Jj* ?!‘V[ XW *J“G!jX#?;j% 7G*KJ!j#' j# G‘!X7XYj“J !j*J *J!Gj“J*?*

-X*'G# G#V k‘#! Tmbbu* %h nm' !;JX*j]JV G#V !J?!JV !;J :X77j!7J#! G#V !*‘?!

©J*J #X! X#“[ j7%X*!G#! }G*jGY“J? j# *J“G!jX#?;j% 7G*KJ!j#'* Y‘! G“?X KJ[

7JVjG!j#' }G*jGY“J? j# !;J?J *J“G!jX#?;j%?h ”j7j“G* ©j!; !;j? %*X%X?G“* BG*YG*j#X

G#V zX;#?X# Tmbbb* %h p'* ;[%X!;J?j]J !;G! !*‘?! G#V :X77j!7J#! G*J WX:G“

j#!J*7JVjG!J :X#?!*‘:!? j# !;J “G!J#! ?!*‘:!‘*J 7XVJ“ X W :X7%X#J#! G#V '“XYG“

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 21: Jasfar 2001 Mediating Effects of Consumer Trust

p

J}G“‘G!jX#? XW !;X?J :‘?!X7J*? ©;X ;G}J G ;j'; *J“G!jX#G“ X* %G*!#J*j#'

X*jJ#!G!jX# !X !;J X*'G#j]G!jX#h

6J[*X!* gXX%J* G#V ”:;#G%W Tmbbn* %h auEac' J♦G7j#JV WG:!X*? *J“G!JV

!X :X#?‘7J* ?G!j?WG:!jX# G#V ©j““j#'#J?? !X *J:X77J#V !;J %*X}jVJ* G7X#'

m*nrr %G!jJ#!?h C;J[ WX‘#V !;G! %G!jJ#! ?G!j?WG:!jX# G#V ©j““j#'#J?? !X

*J:X77J#V ©J*J %X?j!j}J“[ *J“G!JV G#V !;G! ?G!j?WG:!jX# 7JVjG!JV !;J JWWJ:! XW

X!;J* WG:!X*? X# ©j““j#'#J?? !X *J:X77J#Vh C;G! j?* /‘G“j![ XW ?J*}j:J ©j““ “JGV

!X ;j';J* ?G!j?WG:!jX#* G#V ?G!j?WG:!jX#* j# !‘*#* ©j““ %*XV‘:J '*JG!J* ©j““j#'#J??

!X *J:X77J#V !;J %*X}jVJ*h

C;JX*J!j:G“ q*G7J©X*K

9J?JG*:;J*?* TjhJh* ,©[J** ”:;‘** G#V H;* mbtpo -X*'G# G#V k‘#!*

mbbuo BG*YG*j#X G#V zX;#?X# * mbbbo )“X[V * asss' ;G}J j#Vj:G!JV !;G!

*J“G!jX#?;j% 7G*KJ!j#' ©;j:; ?!*J??J? !;J “X#'E!J*7 X*jJ#!G!jX# :G# [jJ“V

?‘?!Gj#GY“J :X7%J!j!j}J GV}G#!G'Jh x !;JX*J!j:G“ W*G7J©X*K !X ‘#VJ*?!G#V

Y‘[J* ?J““J* *J“G!jX#?;j% j? ?;X©# j# qj'‘*J m T%h t'h C;J ?!‘V[ :X#?!*‘:!? !;G!

©j““ YJ J7%j*j:G““[ J♦G7j#JV ;G}J YJJ# ;j';“j';!JV G#V #‘7YJ*JVh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 22: Jasfar 2001 Mediating Effects of Consumer Trust

t

oK7=Oz' *' g ,Jz%Oz„KLVZ oOVEzj%OG 9%O g* a*„z7OV„K;z 1=qzO pzZZzO RzZV„K%*«JK/

6*X:J??w♦!J*#G“ ”J*}j:Jv#!J*#G“ ”J*}j:J

H%J*G!j#' ?!*G!J'[ G#V ?J*}j:J VJ“j}J*[ ?[?!J7

H‘!:X7J?x#!J:JVJ#!? -JVjG!j#'}G*jGY“J?

6*XWj!GYj“j![

9J}J#‘JB*X©!;

”J“J:!jX# G#V VJ}J“X%7J#! 9J©G*V? G#V *J:X'#j!jX# v#WX*7G!jX# G#V :X77‘#j:G!jX# xVJ/‘G!J +!XX“?U !X ?J*}J :‘?!X7J*?

“X[G“![

6*XV‘:!j}j![ G#V H‘!%‘! mh C#?!

C;J ?!‘V[ :X#?!*‘:!? !;G! ©j““ YJ J7%j*j:G““[ J♦G7j#JV ;G}J YJJ# ;j';“j';!JV G#V #‘7YJ*JVh C;J WX:G“ :X#?!*‘:!? XW !;j? ?!‘V[ G*J !*‘?!* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G? 7JVjG!j#' }G*jGY“J? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?* G? G# X‘!:X7J j# *J“G!jX#?;j% 7G*KJ!j#'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 23: Jasfar 2001 Mediating Effects of Consumer Trust

b

C;J 7XVJ“ G“?X ?J*}J? !X ?;X© !;J ?!‘V[ :X#?!*‘:!? ©j!; j# kJ?KJ!!$?

”J*}j:J 6*XWj! g;Gj# -XVJ“ !;G! ?!*X#'“[ J7%;G?j? !;J W‘#:!jX#G“ *J“G!jX#

YJ!©JJ# J7%“X[JJ ?G!j?WG:!jX#* !;J }G“‘J XW ?J*}j:J* :‘?!X7J* ?G!j?WG:!jX#*

:‘?!X7J* “X[G“![* %*XWj! G#V '*X©!; TkJ?KJ!!* J!hG“o mbbp* %h mtEns'h v! ?;X©?

;X© J7%“X[JJ ?G!j?WG:!jX# “JGV? !X :‘?!X7J* ?G!j?WG:!jX#* ©;j:; ;G? G %X?j!j}J

JWWJ:! X# :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? T:‘?!X7J* “X[G“!['h B*JG!J* J7%“X[JJ

7X!j}G!jX# !;J# “JGV? !X j#:*JG?j#'“[ ;j';J* /‘G“j![ j# ?J*}j:J?* ©;j:; !;J#

%*X7X!J? :‘?!X7J* ?G!j?WG:!jX#* :X7%“J!j#' !;J :j*:“Jh

)j#Kj#' X# !;J #G!‘*J XW ?J*}j:J? G#V *J“G!jX#?;j% 7G*KJ!j#'* g*X?Y[*

w}G#* G#V gX©“J? Tmbbs' %X?j!JV !;G! !*‘?! G#V :‘?!X7J* ?G!j?WG:!jX# :G#

‘?‘G““[ YJ 'Gj#JV G#V JWWJ:!j}J j# *J“G!jX#?;j% ?J““j#' ©;J# !;J ?J*}j:J j?

:X7%“J♦* :‘?!X7j]JV G#V VJ“j}J*JV X}J* G :X#!j#‘X‘? ?!*JG7 XW !*G#?G:!jX#* G#V

7G#[ Y‘[J*? G*J *J“G!j}J“[ ‘#?X%;j?!j:G!JV GYX‘! !;J ?J*}j:Jh C;J[ WX‘#V j#

!;Jj* ?!‘V[ j# j#?‘*G#:J :X7%G#jJ?* !;G! ;j'; *J“G!jX#?;j% /‘G“j![ ©G? }jJ©JV G?

G ;j';J*EX*VJ* :X#?!*‘:! :X7%X?JV XW G! “JG?! !©X Vj7J#?jX#?* !*‘?! j# !;J ?G“J?

%J*?X# G#V ?G!j?WG:!jX# ©j!; !;J ?G“J? %J*?X#h q‘*!;J** ”;JG}J? G#V yG*#J? j#

!;J G*!j:“J + C;J q‘#VG7J#!G“? XW 9J“G!jX#?;j%?e x# J♦%“X*G!jX# XW !;J :X#:J%!

!X '‘jVJ 7G*KJ!j#' j7%“J7J#!G!jX#™* Tmbbr* %h anc' :X#:“‘VJV !;G! j# 7X?! XW

!;J “j!J*G!‘*J* !*‘?! j? XW!J# 7J#!jX# j# :X#’‘#:!jX# ©j!; “X}J G#V :X77j!7J#!

G? G :X7J* ?!X#J XW !;J *J“G!jX#?;j% G#V j#VJJV* ?j#:J :X77j!7J#! J#!Gj“?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 24: Jasfar 2001 Mediating Effects of Consumer Trust

}‘“#J*GYj“j![* %G*!jJ? ©j““ ?JJK X#“[ !*‘?!©X*!;[ %G*!jJ?h C;‘?* !*‘?! j?

%*J:X#Vj!jX# WX* j#:*JG?j#' :X77j!7J#! T6G#V[G G#V PjK;j“J?;* mbba'h 3;J#

YX!; G*J %*J?J#:J !X'J!;J** #X! ’‘?! X#J X* !;J X!;J** !;J[ %*XV‘:J X‘!:X7J? !;G!

%*X7X!J JWWj:jJ#:[* %*XV‘:!j}j![* G#V JWWJ:!j}J#J??* “JGVj#' Vj*J:!“[ !X

:XX%J*G!j}J YJ;G}jX*? !;G! G*J :X#V‘:j}J !X *J“G!jX#?;j% 7G*KJ!j#' ?‘::J??

T-X*'G# G#V k‘#!* mbbuo 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#* mbbro yJ**[*

mbbb'h

q‘*!;J** 3XXV?jVJ* q*J[* G#V ,G“[ Tmbtb' j# !;Jj* G*!j:“J* +)j#Kj#'

”J*}j:J "‘G“j![* g‘?!X7J* ”G!j?WG:!jX# G#V yJ;G}jX*G“ v#!J#!jX#?* WX‘#V G

?j'#jWj:G#! G??X:jG!jX# YJ!©JJ# X}J*G““ %G!jJ#! ?G!j?WG:!jX# j#!J#! !X :;XX?J !;J

;X?%j!G“ G'Gj#h gJ*!Gj# YJ;G}jX*? ?j'#G“ !;G! :‘?!X7J*? G*J WX*'j#' YX#V? ©j!; G

:X7%G#[h 3;J# :‘?!X7J*? %*Gj?J !;J Wj*7* J♦%*J?? %*JWJ*J#:J WX* !;J :X7%G#[

X}J* X!;J*?* j#:*JG?J? !;J }X“‘7J XW !;Jj* %‘*:;G?J? X* G'*JJ !X %G[ G %*j:J

%*J7j‘7* !;J[ G*J j#Vj:G!j#' %X?j!j}J YJ;G}jX*G“ j#!J#!jX#? !;G! !;J[ G*J

YX#Vj#' ©j!; !;J :X7%G#[* G#V G*J G“?X ?G!j?WjJV ©j!; !;J :X7%G#[ T4Jj!;G7“*

yJ**[ G#V 6G*G?‘*G7G#* mbbr* %h nu'h

v# ;j? ?!‘V[ XW mu :X7%G#jJ?* yJ**[ Tmbbb' WX‘#V !;G! :X7%J!J#:J G#V

WGj*#J?? :X#!*jY‘!J Vj*J:!“[ !X !*‘?!* ©;j:; “JGV? !X “X[G“![h -G#[ *J?JG*:;J*?

;G}J ?;X©# X*'G#j]G!jX#G“ %J*:Jj}JV :X7%J!J#:J !X YJ ?G“jJ#! j# !*‘?!

WX*7G!jX#h qX* J♦G7%“J?e 6G*G?‘*G7G#* 4Jj!;G7“ G#V yJ**[ Tmbtc' ;G}J WX‘#V

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 25: Jasfar 2001 Mediating Effects of Consumer Trust

mm

!;G! G :‘?!X7J* G“©G[? *G!J? *J“jGYj“j![ T:X7%J!J#:J' XW ?J*}j:J G? G ?j#'“J 7X?!

j7%X*!G#! WJG!‘*J j# ’‘V'j#' ?J*}j:J /‘G“j![o g*X?Y[* w}G#? G#V gX©“J? Tmbbs'

?;X© !;G! %J*:Jj}JV :X7%J!J#:J j# j#?‘*G#:J :X7%G#jJ? j? G ?j'#jWj:G#!

%*JVj:!X* XW :‘?!X7J* !*‘?!h ”j7j“G*“[* ,J?;%G#VJ* G#V 4G“!7G# Tmbbn' j# !;Jj*

?!‘V[ j# 7G*KJ! *J?JG*:; *J“G!jX#?;j%? WX‘#V !;G! *J?JG*:;J* J♦%J*!j?J

T:X7%J!J#:J' ;G? !X YJ G ?j'#jWj:G#! WG:!X* j# :“jJ#!$? !*‘?!h

yJ?jVJ? ©j!; %J*:Jj}J :X7%J!J#:J* :X7%G#[$? WGj*#J?? j? G“?X %*X}JV G?

G }J*[ j7%X*!G#! WX‘#VG!jX# WX* G !*‘?! TyJ**[* mbbbo ”JjVJ*? G#V yJ**[* mbbt'h

gX7%G#[ WGj*#J?? j? VJWj#JV G? G# j#Vj}jV‘G“$? %J*:J%!jX# XW !;J VJ'*JJ XW

’‘?!j:J j# G Wj*7$? YJ;G}jX*h ”J*}j:J WGj*#J?? j? *J“G!JV !X ?J*}j:J /‘G“j![ Y‘! j? G

Vj?!j#:! %;J#X7J#X#h 6XX* ?J*}j:J* X# 7X?! X::G?jX#?* j? #X! %J*:Jj}JV !X YJ

‘#WGj*h Q#WGj* ?J*}j:J* ;X© J}J** j? “jKJ“[ !X YJ ’‘V'JV G? ?‘Y?!G#VG*V j# /‘G“j![

T”JjVJ*? G#V yJ**[* mbbt* %h b'h yJ**[* j# ;j? YXXK +C;J ”X‘“ XW ”J*}j:J™ Tmbbb'

?‘''J?!JV !;G! !;J Y‘[J*$? %J*:J%!jX# XW !;J JWWJ:!j}J#J?? XW !;J J♦:;G#'J

*J“G!jX# TJh'h :X7%J!J#:J G#V WGj*#J?? XW J♦:;G#'J %G*!#J*' *JWJ* !X %X!J#!jG“

:X7%J!j!j}J GV}G#!G'J WX* !;J ?J““J* !;G! j#?‘“G!J? !;J “G!!J* W*X7 %*j:J

:X7%J!j!jX#h

6J*:Jj}JV :X77‘#j:G!jX#* X#J XW 7G*KJ!j#' 7j♦ J“J7J#!? G#V

*JW“J:!j#' X!;J* 7j♦J? j? G“?X }J*[ j7%X*!G#! j# !;j? !*‘?!E:X77j!7J#!

*J“G!jX#?;j%? Tx#VJ*?X# G#V PG*‘?* mbbso -XX*7G#* ,J?;%G#VJ G#V 4G“!7G#*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 26: Jasfar 2001 Mediating Effects of Consumer Trust

mbbno ,‘#:G# G#V -X*j G*![* mbbto -X*'G#* G#V k‘#!* mbbu'h x::X*Vj#' !X

x#VJ*?X# G#V PG*‘? Tmbbs* %h uu'* :X77‘#j:G!jX# :G# YJ VJWj#JV Y*XGV“[ G?

!;J WX*7G“ G? ©J““ G? j#WX*7G“ ?;G*j#' XW 7JG#j#'W‘“ G#V !j7J“[ j#WX*7G!jX#

YJ!©JJ# Wj*7? G#V #X!J !;G! %G?! :X77‘#j:G!jX# j? G# G#!J:JVJ#! XW !*‘?!h

,‘#:G# G#V -X*jG*![ Tmbbt* %h n' j# !;J G*!j:“J +x gX77‘#j:G!jX# E yG?J

-G*KJ!j#' -XVJ“ WX* f V*V7K*7 9J“G!jX#?;j%?™* ?!G!JV !;G! *J“G!jX#?;j%? G*J

j7%X??jY“J ©j!;X‘! :X77‘#j:G!jX#h q‘*!;J* !;J[ G*'‘JV !;G! *J“G!jX#?;j%E

7G*KJ!j#' “j!J*G!‘*J* XW!J# WGj“? !X j#:“‘VJ !;J :X77‘#j:G!jX# %*X:J?? G? G

:*j!j:G“ Vj7J#?jX# j# *J“G!jX#?;j% Y‘j“Vj#'* WX:‘?j#' j#?!JGV X# J“J7J#!? ?‘:; G?

!*‘?! G#V :X77j!7J#!* ©;j:; G*J %*XV‘:!? XW :X77‘#j:G!jX#h

C;J JWWJ:! XW *J“G!jX#?;j% }G“‘J* j#:“‘Vj#' !;J “X?? XW +?X:jG“ ?G!j?WG:!jX#

W*X7 !;J G??X:jG!jX#™* %J*:Jj}JV “X?? XW *J%‘!G!jX# X* +WG:J™* :X‘“V :X#!*jY‘!J

!X !;J VJ}J“X%7J#! XW :X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX#

T-X*'G# G#V k‘#!* mbbu* %h nao yG*#J? G#V g‘7Y[* mbbb* %h mu'h 9J“G!jX#?;j%

}G“‘J* *JWJ* !X !;J }G“‘J? ©;j:; G*J #X! Vj*J:!“[ *J“G!JV !X !;J %*XV‘:!? G#V

?J*}j:J? XW !;J :X7%G#[ X* !X !;J %*j:J :;G*'JV* Y‘! *G!;J* !X !;J 7X*J ?‘Y!“J

G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h g‘?!X7J*?* ©;J# G?KJV GYX‘! !;J

:X7%G#jJ? !;J[ “jKJ !X VJG“ ©j!;* ©j““ j#}G*jGY“[ *JWJ* !X !;X?J Wj*7? !;G! !*JG!

!;J7 ?%J:jG“* !;G! ?JJ7 !X ‘#VJ*?!G#V !;J7h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 27: Jasfar 2001 Mediating Effects of Consumer Trust

mn

”!G!J7J#! XW !;J 6*XY“J7?

9J“G!jX#?;j% 7G*KJ!j#' :G# G““X© G‘!X ?J*}j:J :J#!J*? !X J♦%“Xj! !;J

!X!G“ ?J*}j:J :X#:J%! G#V 7Gj#!Gj# ?!*X#'J* GV}G#!G'J?h CX YJ 7X*J

:X7%J!j!j}J* !;J G‘!X ?J*}j:J :J#!J*? #JJV G‘'7J#!JV ?J*}j:J?* ©;j:; J♦:JJV

:‘?!X7J*?$ J♦%J:!G!jX#?h C;J*JWX*J* *J“G!jX#?;j% 7G*KJ!j#' :G# %*X}jVJ G 7X*J

j#!G#'jY“J* ?!*X#'J** “X#'E!J*7 :‘?!X7J*$? YJ#JWj! !;G! 7G[ YJ 7X*J VjWWj:‘“! !X

7G!:;h

C;‘?* !;J *J?JG*:; /‘J?!jX# WX* !;j? ?!‘V[ j? ;X© :X7%G#[E:‘?!X#jJ*

*J“G!jX#?;j%? j# 7G*KJ!j#' ?J*}j:J?* %G*!j:‘“G*“[ G‘!X ?J*}j:J :J#!J*? j#

v#VX#J?jG* G*J GWWJ:!JV Y[ :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J*

?G!j?WG:!jX# G? !;J 7JVjG!X*? YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :X#?‘7J*$?

YJ;G}jX* j#!J#!jX#?h -X*J ?%J:jWj: *J?JG*:; /‘J?!jX#? j#:“‘VJe

mh kX© %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!? T:X7%G#[$? %J*:Jj}JV

:X77‘#j:G!jX#?* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X7%J!J#:J* G#V %J*:Jj}JV

*J“G!jX#?;j% }G“‘J' GWWJ:! :‘?!X7J*$? ?G!j?WG:!jX#* :X#?‘7J* !*‘?! G#V

:X#?‘7J* :X77j!7J#! j# G‘!X ?J*}j:J :J#!J*?.

ah ,XJ? :‘?!X7J* ?G!j?WG:!jX# 7JVjG!J %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!?

T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#?* %J*:Jj}JV WGj*#J??* %J*:Jj}JV

:X7%J!J#:J* G#V %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J*$? YJ;G}jX*G“

j#!J#!jX#? j# !;J G‘!X ?J*}j:J :J#!J*?.

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 28: Jasfar 2001 Mediating Effects of Consumer Trust

mu

nh ,XJ? :X#?‘7J* !*‘?! 7JVjG!J %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!?

T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#?* %J*:Jj}JV WGj*#J??* %J*:Jj}JV

:X7%J!J#:J* G#V %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J*$? YJ;G}jX*G“

j#!J#!jX#? j# !;J G‘!X ?J*}j:J :J#!J*?.

uh ,XJ? :X#?‘7J* :X77j!7J#! 7JVjG!J %J*:Jj}JV ?J*}j:J /‘G“j![$?

G#!J:JVJ#!? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#?* %J*:Jj}JV WGj*#J??*

%J*:Jj}JV :X7%J!J#:J* G#V %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J*$?

YJ;G}jX*G“ j#!J#!jX#? j# !;J G‘!X ?J*}j:J :J#!J*?.

ch kX© VXJ? %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!? GWWJ:! :‘?!X7J*

?G!j?WG:!jX#* :X#?‘7J* !*‘?! h:X#?‘7J* :X77j!7J#! G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#? ?j7‘“!G#JX‘?“[ j# !;J G‘!X ?J*}j:J :J#!J*?.

rh kX© VXJ? :X#?‘7J* !*‘?! G#V :X#?‘7J* :X77j!7J#! GWWJ:! :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#? j# !;J G‘!X ?J*}j:J :J#!J*?.

ph 3;G! G*J !;J *J“G!jX#?;j% YJ!©JJ# :X#?‘7J* !*‘?! G#V :‘?!X7J*

?G!j?WG:!jX# j# G‘!X ?J*}j:J :J#!J*? .

6‘*%X?J X W !;J ”!‘V[

C;J %‘*%X?J XW !;j? ?!‘V[ j? !X J7%j*j:G““[ J♦G7j#J !;J #G!‘*J XW

:X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G? !;J

7JVjG!X*? YJ!©JJ# !;J %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!? G#V :X#?‘7J*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 29: Jasfar 2001 Mediating Effects of Consumer Trust

mc

YJ;G}jX*G“ j#!J#!jX#? j# *J“G!jX#?;j% 7G*KJ!j#'h x“?X* !;j? ?!‘V[ ©j““ jVJ#!jW[

!;J WG:!X*? !;G! VJ!J*7j#J !;X?J :X#:J%!? ?‘:; G?e :X7%G#[$? %J*:Jj}JV

:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J?? G#V %J*:Jj}JV

*J“G!jX#?;j% }G“‘Jh q‘*!;J** !;j? ?!‘V[ ©j““ J♦G7j#J ;X© !*‘?! GWWJ:!? !;J “J}J“ XW

Y‘[J* :X77j!7J#! G#V ;X© YX!; :X#:J%!? 7JVjG!J !;J j#VJ%J#VJ#! }G*jGY“J? !X

!;J X‘!:X7J XW *J“G!jX#?;j% 7G*KJ!j#'* :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h C;j?

?!‘V[ G“?X j#}J?!j'G!J? ;X© !;J :‘?!X7J*$? ?G!j?WG:!jX# “JGV? !X !;j? X‘!:X7Jh

qj#G““[* !;J *J?‘“! XW !;j? ?!‘V[ :X‘“V [jJ“V j#?j';!? X# ;X© G‘!X ?J*}j:J :J#!J*?

:G# VJ}J“X% G#V 7Gj#!Gj# “G?!j#'E:‘?!X7J* *J“G!jX#?;j%?h

z‘?!jWj:G!jX# XW !;J ”!‘V[

v# !;Jj* ?!‘V[ XW *J“G!jX#?;j% 7G*KJ!j#'* -X*'G# G#V k‘#! Tmbbu* %h aa'*

?!G!J !;G! 7G#[ j#?!G#:J? XW *J“G!jX#?;j% 7G*KJ!j#' VX #X! ;G}J G +:‘?!X7J*™ G?

X#J XW !;J J♦:;G#'J %G*!j:j%G#!?h v# ?!*G!J'j: G““jG#:J? YJ!©JJ# :X7%J!j!X*?*

G#V %G*!#J*?;j%? YJ!©JJ# Wj*7? G#V 'X}J*#7J#!* X* Y‘[J*E?J““J* %G*!#J*?;j%?*

!;J*J j? #Jj!;J* +Y‘[J*™ #X* +:‘?!X7J*™ G? J♦:;G#'j#' *J?X‘*:J?h 9J?JG*:;J*?

XW!J# ‘?J !;J :X#:J%!? XW !*‘?! G#V :X77j!7J#! j# Y‘?j#J??E!XEY‘?j#J??

7G*KJ!j#' Y‘! #X! j# :X#?‘7J* 7G*KJ!j#'h )j“’G#VJ* G#V ”!G#V}jK Tmbbr'

%*X%X?JV !;G! :‘?!X7J* *J“G!jX#?;j% j# ?J*}j:J? ;G}J YJJ# j#?‘WWj:jJ#!“[ ?!‘VjJV

:X7%G*JV !X ?J*}j:J j#!J*G:!jX# YJ!©JJ# Y‘?j#J?? T%h mum'h v# GVVj!jX#* !;J Y‘“K

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 30: Jasfar 2001 Mediating Effects of Consumer Trust

*<

XW *J“G!jX#?;j% 7G*KJ!j#' “j!J*G!‘*J G#V ?!‘VjJ? ;G}J* ‘% ‘#!j“ #X©* WX:‘?JV X#

Y‘?j#J??E!XEY‘?j#J?? *J“G!jX#?;j%? X* X# Y‘?j#J??E!XE:X#?‘7J* *J“G!jX#?;j%?*

J7%;G?j]j#' !;J :X7%G#[$?* *G!;J* !;G! :X#?‘7J*$?* %Xj#! XW }jJ© T)“X[V*

asss'h v! j? j7%X*!G#! !X *J7J7YJ** !;G! !;J :X#?‘7J* j? !;J WX:G“ %Xj#! XW !;J

Y‘?j#J??E!XE:X#?‘7J* !*G#?G:!jX#h C;J*JWX*J* G#[ :X7%G#[ j#!J*J?!JV j#

7X}j#' YJ[X#V j#Vj}jV‘G“ !*G#?G:!jX#? G#V !X©G*V? !;J VJ}J“X%7J#! XW G

?‘::J??W‘“ X#'Xj#' *J“G!jX#?;j% ©j!; j!? :‘?!X7J*? ©X‘“V Wj#V j! YJ#JWj:jG“ !X

‘#VJ*?!G#V ;X© :‘?!X7J*? %J*:Jj}J !;J :X7%G#[$? 7G*KJ!j#' *J“G!jX#?;j% G#V

©;[ :‘?!X7J*? :;XX?J !X %G!*X#j]J !;J :X7%G#[h x::X*Vj#' !X )“X[V Tasss'*

G# J7%;G?j? X# !;J :X7%G#[$? %J*?%J:!j}J G“X#J j? ?;X*! ?j';!JVh C;j? ?!‘V[

©j““ G!!J7%! !X G%%“[ !;J :X#:J%!? XW *J?JG*:; Wj#Vj#'? X# *J“G!jX#?;j%? ©j!;j#

j#V‘?!*jG“ 7G*KJ!j#' !X :X#?‘7J* ?J*}j:J? J♦%*J??“[ WX:‘?JV X# Y‘?j#J??E!XE

:X#?‘7J* *J“G!jX#?;j%? W*X7 !;J :X#?‘7J*$? %J*?%J:!j}Jh

xVVj!jX#G““[* j# !;J %*J}jX‘? ?!‘VjJ? XW *J“G!jX#?;j% 7G*KJ!j#'* #X

*J?JG*:;J* ;G? j#}J?!j'G!JV !;J JWWJ:! XW %J*:Jj}JV *J“G!jX#?;j% }G“‘J X# !*‘?!

G#V :X77j!7J#! T-X*'G# G#V k‘#!* mbbu* %h na'h v# x?jG# :X‘#!*jJ?*

%G*!j:‘“G*“[ v#VX#J?jG* !;J?J WG:!X*? G*J j7%X*!G#! j# GWWJ:!j#' !*‘?! j# 7G*KJ!j#'

XW ?J*}j:J? TkJ#V*jK* mbbb* %h utEcu'h 9J?JG*:; Wj#Vj#'? WX* !;j? ?!‘V[ ©j““

GVV*J?? !;J?J 'G%? j# !;J “j!J*G!‘*Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 31: Jasfar 2001 Mediating Effects of Consumer Trust

mp

”:X%J G#V )j7j!G!jX# X W !;J ”!‘V[

C;j? ?!‘V[ ©j““ j#}J?!j'G!J !;J :X7%G#[E:‘?!X7J* *J“G!jX#?;j% j#

7G*KJ!j#' ?J*}j:J? G#V j!? G#G“[?j? j# G‘!X ?J*}j:J :J#!J*?h C;J *J?JG*:; G*JG

:;X?J# j? zGKG*!G* !;J :G%j!G“ XW !;J 9J%‘Y“j: XW v#VX#J?jG ©;J*J !;J*J j? G

;JG}[ :X#:J#!*G!jX# XW G‘!X ?J*}j:J :J#!J*? Tmp a XW v” 7j““jX# :G*? j#

v#VX#J?jG ©J*J WX‘#V j# zGKG*!G ©j!; msss G‘!;X*j]JV* ?J7j G‘!;X*j]JV* G#V #X#

G‘!;X*j]JV G‘!X ?J*}j:J :J#!J*? E C;J v#VX#J?jG -X!X*:G* x??X:jG!jX# i

x”-vP,H* mbbb'h C;j? ?!‘V[ ©j““ J♦G7j#J !;J *X“J X W :‘?!X7J* ?G!j?WG:!jX#*

:X#?‘7J* !*‘?! G#V :X#?‘7J* :X77j!7J#! G? !;J 7JVjG!j#' }G*jGY“J? j#

G!!Gj#j#' G#V 7Gj#!Gj#j#' :X7%G#[E:‘?!X7J*$? *J“G!jX#?;j%?h C;J?J WG:!X*? G*J

!;J 7X?! j7%X*!G#! WG:!X*? j# Y‘j“Vj#' :X#?‘7J* “G?!j#' *J“G!jX#?;j%? j# G‘!X

?J*}j:J *J!Gj“j#' TzG?WG** qG*jVG* mbbp* %h np'h C;j? ?!‘V[ ©j““ G“?X !J?! !;J JWWJ:!

XW :‘?!X7J* %J*:J%!jX#? XW :X7%G#[$? :X7%J!J#:J G#V WGj*#J??* *J“G!jX#?;j%

}G“‘J G#V :X7%G#[$? :X77‘#j:G!jX#? X# :‘?!X7J* ?G!j?WG:!jX#* :X#?‘7J* !*‘?!

G#V :X#?‘7J* :X77j!7J#!h

C;J *J“J}G#:J XW !;j? ?!‘V[ j? “j7j!JV Y[ !;J WG:! !;G! j! ©j““ :X#Wj#J

'JX'*G%;j:G““[ !X X#J *J'jX#G“ 7G*KJ!j#' G*JG j# v#VX#J?jGh w}J# !;X‘'; !;j?

?!‘V[ j? “j7j!JV j# zGKG*!G* j! ©j““ ;G}J !;J G%%“j:G!jX#? XW !*‘?! YG?JVE

*J“G!jX#?;j%? j# G““ G‘!X ?J*}j:J :J#!J*? !;*X‘';X‘! v#VX#J?jG* G? G“7X?! asR XW

!;J v#VX#J?jG G‘!X ?J*}j:J j#V‘?!*[ j? “X:G!JV j# zGKG*!Gh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 32: Jasfar 2001 Mediating Effects of Consumer Trust

mt

,JWj#j!jX# X W CJ*7?

,JWj#j!jX# XW !J*7 j? %*X}jVJV !X WG:j“j!G!J !;J *JGVJ* ‘#VJ*?!G#V? XW

*J“J}G#! !J*7 ‘?JV j# !;j? ?!‘V[e

E w♦:;G#'J ?[?!J7 j? VJWj#JV G? G ?J! XW ?X:jG“ G:!X*?* !;Jj* *J“G!jX#?;j% !X

JG:; X!;J** !;J J#VX'J#X‘? G#V J♦X'J#X‘? }G*jGY“J GWWJ:!j#' !;J YJ;G}jX*

XW !;J ?X:jG“ G:!X* j# !;X?J *J“G!jX#?;j%?h

E 9J“G!jX#?;j% 7G*KJ!j#'e j? G# X#'Xj#' :XX%J*G!j}J 7G*KJ! YJ;G}jX* YJ!©JJ#

!;J 7G*KJ!J* G#V !;J :X#?‘7J** *JW“J:!j#' ?X7J ?X*! XW G :X77j!7J#! 7GVJ

Y[ !;J :X#?‘7J* !X :X#!j#‘J %G!*X#j]j#' !;J %G*!j:‘“G* 7G*KJ!J* VJ?%j!J

#‘7J*X‘? :;Xj:J? !;G! J♦j?! WX* ;j7 X* ;J*h

E C*‘?! j? VJWj#JV G? ©j““j#'#J?? !X *J“[ X# J♦:;G#'J %G*!#J*? j# ©;X7 X#J

;G? :X#WjVJ#:Jh

E gX77j!7J#! !X *J“G!jX#?;j% j? VJWj#JV G? G# J♦:;G#'J %G*!#J* YJ“jJ}j#' !;G!

G# X#'Xj#' *J“G!jX#?;j% ©j!; G#X!;J* j? ?X j7%X*!G#! G? !X ©G**G#!

7G♦j7‘7 JWWX*!? G! 7Gj#!Gj#j#' j!o !;G! j? !;J :X77j!!JV %G*![ YJ“jJ}J? !;J

*J“G!jX#?;j% j? ©X*!; ©X*Kj#' X# !X J#?‘*J !;G! j! J#V‘*J? j#VJWj#j!J“[h

E g‘?!X7J* ”G!j?WG:!jX# WX* :‘7‘“G!j}J ?G!j?WG:!jX#I j? VJWj#JV G? G# X}J* G““

J}G“‘G!jX# YG?JV X# !;J !X!G“ %‘*:;G?J G#V :X#?‘7%!jX# J♦%J*jJ#:J ©j!; G

'XXV X* ?J*}j:J X}J* !j7Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 33: Jasfar 2001 Mediating Effects of Consumer Trust

mb

x ?J*}j:J j? G# G:!j}j![ X* ?J*jJ? XW G:!j}j!jJ? XW 7X*J X* “J?? j#!G#'jY“J

#G!‘*J !;G! #X*7G““[* Y‘! #X! #J:J??G*j“[* !GKJ %“G:J j# j#!J*G:!jX#? YJ!©JJ#

!;J :‘?!X7J*? G#V ?J*}j:J J7%“X[JJ? G#V i X* %;[?j:G“ *J?X‘*:J? X* 'XXV?

G#V i X* ?[?!J7? X W !;J ?J*}j:J %*X}jVJ* ©;j:; G*J %*X}jVJV G? ?X“‘!jX#? !X

:‘?!X7J*$? %*XY“J7?h

g*JVJ#:J /‘G“j![ j? G!!*jY‘!J? ‘?‘G““[ %X??J??JV X#“[ Y[ !J:;#j:G““[

:X7%“J♦ G#V j#!G#'jY“J ?J*}j:J? !;G! 7G[ YJ }J*[ ;G*V WX* G# G}J*G'J

%J*?X# !X ’‘V'Jh

6J*:Jj}JV :X7%J!J#:J j? !;J :‘?!X7J*$? %J*:J%!jX# !;G! ?J*}j:J %*X}jVJ** j!?

J7%“X[JJ?* X%J*G!jX#G“ ?[?!J7 G#V %;[?j:G“ *J?X‘*:J? ;G}J !;J K#X©“JV'J

G#V ?Kj““? *J/‘j*JV !X ?X“}J !;Jj* %*XY“J7? j# G %*XWJ??jX#G“ ©G[h

6J*:Jj}JV WGj*#J?? j? :‘?!X7J*$? %J*:J%!jX# XW !;J VJ'*JJ X W ’‘?!j:J j# G

Wj*7•? YJ;G}jX* G#V j#}X“}J? !;J %*X%*jJ![ XW VJ:j?jX#?* j#:“‘VJ %*X:JV‘*G“

’‘?!j:J* j#!J*G:!jX#G“ ’‘?!j:J G#V Vj?!*jY‘!j}J ’‘?!j:Jh

gX77‘#j:G!jX# j? *JWJ*? !X ©;G! J7%“X[JJ? ?G[* ;X© !;J[ ?G[ j!* ;X© !;J[

YJ;G}J* ;X© ?J*}j:J X‘!“J!?* 7G:;j#J? G#V X!;J* %;[?j:G“ *J?X‘*:J “XXK* G#V

;X© !;J[ W‘#:!jX# :X77‘#j:G!J ?X7J!;j#' !X !;J :‘?!X7J*?h

9J“G!jX#?;j% }G“‘J j? *JWJ*? !X !;J }G“‘J? ©;j:; G*J #X! Vj*J:!“[ *J“G!JV !X

!;J %*XV‘:!? G#V ?J*}j:J? XW !;J :X7%G#[ X* !X !;J %*j:J :;G*'JV* Y‘! *G!;J*

!X !;J 7X*J ?‘Y!“J G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 34: Jasfar 2001 Mediating Effects of Consumer Trust

03

E gX#?‘7J* yJ;G}jX*G“ j#!J#!jX#? G*J YJ;G}jX*? ?j'#G“ !;G! :‘?!X7J*? G*J

WX*'j#' YX#V? ©j!; !;J :X7%G#[ T%*Gj?J !;J Wj*7* J♦%*J?? !;J %*JWJ*J#:J WX*

!;J :X7%G#[ X}J* X!;J*?* j#:*JG?J !;J }X“‘7J XW !;Jj* %‘*:;G?J? X*

G'*JJGY“J %G[ G %*j:J %*J7j‘7'* X* ?j'#G“j#' !;J[ G*J %Xj?JV !X “JG}J !;J

:X7%G#[ X* ?%J#V “J?? ©j!; !;J :X7%G#[h

E x‘!;X*j]JV G‘!X ?J*}j:J :J#!J* e j? G‘!X ?J*}j:J :J#!J* :X#!*X““JV Y[ G

:J*!Gj# G‘!X7X!j}J :X7%G#[h

PX# G‘!;X*j]JV G‘!X ?J*}j:J :J#!J* e j? G‘!X ?J*}j:J :J#!J* ‘#:X#!*X““JV Y[ G

:J*!Gj# G‘!X7X!j}J :X7%G#[h

g;G%!J* ”‘77G*[

g;G%!J* v XW !;j? ?!‘V[ j#!*XV‘:J? !;J YG:K'*X‘#V XW !;J ?!‘V[h v!

j#:“‘VJ? G Vj?:‘??jX# *J'G*Vj#' !;J ?!‘V[$? !;JX*J!j:G“ W*G7J©X*K* %‘*%X?J*

’‘?!jWj:G!jX#* ?:X%J G#V “j7j!G!jX#? X W !;J ?!‘V[ G#V VJWj#j!jX# XW !J*7?* G#V

:;G%!J* ?‘77G*jJ?h

g;G%!J* vv %*X}jVJ? G *J}jJ© XW :X7%G#[E:‘?!X7J* *J“G!jX#?;j%

:X#:J%!?* !*‘?!EYG?JV *J“G!jX#?;j% :X#:J%!?* :X77j!7J#! G#V :‘?!X7J*

?G!j?WG:!jX# G#V !;J *X“J XW !;J?J :X#?!*‘:!? G? !;J 7JVjG!j#' }G*jGY“J?h C;J

:X#:J%!? XW %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* :X77‘#j:G!jX# G#V

*J“G!jX#?;j% }G“‘J G#V !;Jj* j#W“‘J#:J X# !*‘?! G#V :X77j!7J#! G*J *J}jJ©JV

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 35: Jasfar 2001 Mediating Effects of Consumer Trust

0*

G“?Xh qj#G““[* !;J :X#:J%!? XW %J*:Jj}JV ?J*}j:J /‘G“j![* :‘?!X7J* ?G!j?WG:!jX#

G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? ©j““ G“?X YJ Vj?:‘??JVh

g;G%!J* vvv %*X}jVJ? !;J ?!‘V[$? *J?JG*:; VJ?j'# G#V VG!G G#G“[?j?

%*X:JV‘*J?h

g;G%!J* vL ©j““ VJ?:*jYJ !;J G#G“[?j? G#V Wj#Vj#'? XW !;J ?!‘V[h

g;G%!J* L Vj?:‘??J? !;J :X#:“‘?jX#?* 7G#G'J*jG“ j7%“j:G!jX#?*

:X#!*jY‘!jX# WX* !;J ?!‘V[ G#V XWWJ*? *J:X77J#VG!jX# WX* W‘!‘*J *J?JG*:;h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 36: Jasfar 2001 Mediating Effects of Consumer Trust

00

gkx6Cw9 #

9wLvw3 Hq Ckw )vCw9xCQ9w

v#!*XV‘:!jX#

C;J *G%jV '*X©!; j# G::J%!G#:J XW !;J *J“G!jX#?;j% :X#:J%! ;G? “JV !X G#

j#:*JG?JV WX:‘? X# WG:J!? XW !;J J♦:;G#'J %G*!#J*$? YJ;G}jX*h v# ;j? G*!j:“J

+-G*KJ!j#' G? G# H*'G#j]JV yJ;G}jX*G“ ”[?!J7 XW w♦:;G#'J™* yG'X]]j Tmbpu*

%h pt' j#!*XV‘:JV !;J J♦:;G#'J 7XVJ“ G#V YX!; 7XVjWjJV G#V J♦!J#VJV j! !X

j#:“‘VJ G !;JX*J!j:G“ ?:;J7J WX* j#!J*%*J!j#' 7G*KJ!j#' YJ;G}jX*h

9G%jV“[ :;G#'j#' :X7%J!j!j}J J#}j*X#7J#!? G*J WX*:j#' Y‘?j#J??E

7G*KJ!j#' Wj*7? !X ?JJK 7X*J :*JG!j}J G#V W“J♦jY“J 7JG#? WX* 7JJ!j#'

:X7%J!j!jX#h C;J JWWJ:!j}J 7G#G'J7J#! XW Y‘[J*E?J““J* *J“G!jX#?;j%? ;G? “X#'

YJJ# *J:X'#j]JV G? YJj#' :*j!j:G“ WX* Y‘?j#J?? ?‘::J??h C;j? *J“G!jX#?;j% X*

*J“G!jX#?;j% 7G*KJ!j#' j? :X#:J*#JV ©j!; !;J VJ}J“X%7J#! G#V 7Gj#!J#G#:J XW

:“X?J* “X#'E!J*7 G#V 7‘!‘G““[ YJ#JWj:jG“ G#V ?G!j?W[j#' *J“G!jX#?;j%? YJ!©JJ#

j#Vj}jV‘G“? X* X*'G#j]G!jX#? T3j“?X#* mbbc'h ”‘:; :X““GYX*G!j}J *J“G!jX#?;j%?

*J“[ X# *J“G!jX#G“ WX*7? X W J♦:;G#'J :;G*G:!J*j]JV Y[ ;j'; “J}J“? XW !*‘?! G#V

:X77j!7J#! T,©[J** ”:;‘** G#V H; mbtpo -X*'G# G#V k‘#!* mbbuo -XX*7G#*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 37: Jasfar 2001 Mediating Effects of Consumer Trust

an

,J?;%G#VJ G#V 4G“!7G#* mbbn' G#V ;j'; “J}J“ X W ?G!j?WG:!jX# Tg*X?Y[* w}G#?

G#V gX©“J? mbbso BG*YG*j#X G#V zX;#?X#* mbbb'h BG*YG*j#X G#V zX;#?X#

Tmbbb* %h pm' jVJ#!jWjJV !;G! :X#?‘7J* VJ:j?jX# 7GKj#' ©j!; *J?%J:! !X

7G*KJ!j#' X*'G#j]G!jX#? j? YJ“jJ}JV !X YJ '‘jVJV Y[ ;j'; X*VJ* 7J#!G“ :X#?!*‘:!

?‘:; G? X}J*G““ :‘?!X7J* ?G!j?WG:!jX# G? %J*:Jj}JV ?J*}j:J* %J*:Jj}JV }G“‘J* !*‘?!

G#V :X77j!7J#! G? !;J KJ[ '“XYG“ :X#?!*‘:!? j# %*JVj:!j#' !;J W‘!‘*J j#!J#!jX#?

XW :‘?!X7J*? YJ;G}jX* G#V ‘“!j7G!J“[ J#;G#:j#' :X7%J!j!j}J#J?? G#V j#:*JG?j#'

Wj#G#:jG“ :X#?J/‘J#:J?h

C;J *J“G!jX#G“ J♦:;G#'J :G# YJ J♦%J:!JV !X YJ j#W“‘J#:J j7%X*!G#!

%J*?X#G“ *J“G!jX#?;j% }G“‘J? X* #X#EJ:X#X7j: WG:!X*? T-X*'G# G#V k‘#!* mbbuo

,©[J** ”;‘*** G#V H;* mbtpo g‘7Y[ G#V yG*#J?* mbbb'h yX!; 'XXV WX*7G“ G#V

j#WX*7G“E:X77‘#j:G!jX#? G“?X :X#!*jY‘!J Vj*J:!“[ !X G ?J#?J XW !*‘?! G#V

*J“G!jX#?;j% :X77j!7J#! T-G:#Jj“* mbts* %h r'h x::X7%G#jJV ©j!; %J*:Jj}JV

:X7%J!J#:J G#V %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X77‘#j:G!jX# G#V *J“G!jX#?;j%

}G“‘J* G:!j#' G? !;J WX‘#VG!jX# XW !*‘?!* *J“G!jX#?;j% :X77j!7J#!* G#V :‘?!X7J*

?G!j?WG:!jX# G? !;J KJ[? WX* ?‘::J??W‘“ Y‘[J*E?J““J* *J“G!jX#?;j%?h C*‘?! G#V

:X77j!7J#! ©j““ “jKJ“[ %*XV‘:J !;J X‘!:X7Je %X?j!j}J YJ;G}jX*G“ j#!J#!jX#?

TyJ**[* mbbbo 4Jj!;G7“* LG“J*jJ x* yJ**[h ) G#V 6G*G?‘*G7G# x* mbbr'h C;J#*

X}J*G““ :‘?!X7J* ?G!j?WG:!jX# :G# j7%*X}J :‘?!X7J*?$ j#!J#!jX#? !X ?!G[ ©j!; G

Wj*7 G#V ?‘''J?!JV !;G! :X#}J#jJ#:J* %*j:J G#V* G}Gj“GYj“j![ 7j';! J#;G#:J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 38: Jasfar 2001 Mediating Effects of Consumer Trust

au

:‘?!X7J* ?G!j?WG:!jX# G#V ‘“!j7G!J“[ GWWJ:! YJ;G}jX*G“ j#!J#!jX#? Tg*X#j# G#V

CG[“X** mbba'h Q?j#' G ?j#'“JEj!J7 %‘*:;G?J j#!J#!jX# ?:G“J* !;J[ Wj#V G %X?j!j}J

:X**J“G!jX# ©j!; ?J*}j:J /‘G“j![* :‘?!X7J* ?G!j?WG:!jX# G#V YJ;G}jX*G“ j#!J#!jX#?h

C;J *J7Gj#j#' %G*!? XW !;j? :;G%!J* ©j““ X*'G#j]J G? WX““X©?e

oKO«„b !;J !;JX*J!j:G“ YG?J WX‘#V j# !;J ?:;XX“ XW ?X:jG“ J♦:;G#'J ©j““ YJ

%*J?J#!JVh C;J J7%;G?j? ©j““ YJ X# *J}jJ©j#' %*X%X?JV J♦:;G#'J *J“G!jX#?;j%

!;JX*jJ? G#V jVJ#!jW[j#' !;J *J“G!jX#?;j%E7G*KJ!j#' YG?J G? G WX‘#VG!jX# WX*

VJ?:*jYj#' ?J““J*EY‘[J* *J“G!jX#?;j%?h

pzL%*Wb !;J #G!‘*J G#V :X#?!*‘:! XW :‘?!X7J* *J“G!jX#?;j% j# ?J*}j:J?

©j““ YJ *J}jJ©JV* WX:‘?j#' X# !;J #G!‘*J XW ?J*}j:J?* ;X© !X 7G#G'J 7G*KJ!j#'

XW ?J*}j:J? G#V !;J *J“G!jX#?;j% YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :‘?!X7J*

?G!j?WG:!jX#h qG:!X*? j#W“‘J#:j#' Y‘[J*E ?J““J* *J“G!jX#?;j%? j# ?J*}j:J? G“?X ©j““

YJ Vj?:‘??JVh

,JKOWb !;J KJ[ ?‘::J??W‘“ WG:!X*? j# 7G*KJ!j#' *J“G!jX#?;j%* :X#?‘7J*

!*‘?!* :X#?‘7J* :X77j!7J#!* G#V :‘?!X7J* ?G!j?WG:!jX# ©j““ YJ Vj?:‘??JV*

j#:“‘VJV !;J JWWJ:!? X W !;J ?J*}j:J /‘G“j![ G#!J:JVJ#!?* ?‘:; G? :X7%G#[$?

%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}J? WGj*#J?? G#V

%J*:Jj}JV *J“G!jX#?;j% }G“‘J? !X !;X?J 7JVjG!j#' }G*jGY“J?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 39: Jasfar 2001 Mediating Effects of Consumer Trust

ac

oK*VZZqb !;J :X#?!*‘:! XW YJ;G}jX*G“ j#!J#!jX#? G? !;J X‘!:X7J XW Y‘[J*E

?J““J* *J“G!jX#?;j%? ©j““ YJ %*J?J#!JVh x ?‘77G*[ XW !;J “j!J*G!‘*J ©j““ :X#:“‘VJ

!;j? :;G%!J*h

9J“G!jX#?;j% w♦:;G#'J

w♦:;G#'J ;G? YJJ# %*X%X?JV Y[ G #‘7YJ* XW 7G*KJ!j#' ?:;X“G*? G? G

W‘#VG7J#!G“ W*G7J©X*K WX* }jJ©j#' 7G*KJ!j#'h ZJ! G “j!!“J XW j! ;G? YJJ#

%*X%X?JV j# !;J ©G[ XW !;JX*[* G#V J}J# “J?? ;G? 7G!J*jG“j]JV j# !;J *JG“7 XW

G%%“j:G!jX#? WX* ‘?j#' G# J♦:;G#'J X*jJ#!G!jX# TyG'X]]j* mbpu* %h pp'h kJ ;G?

G*'‘JV !;G! !;J WX*7‘“G!jX# XW x“VJ*?X#$? )G© XW J♦:;G#'J Tmbrc' G#V !;J

VJWj#j!jX# XW 7G*KJ!j#' Y[ (X!“J* Tmbpa' VX #X! :X#?!j!‘!J G WX*7G“ !;JX*[ Y‘!

X#“[ ?%J:jW[ !;J :X#Vj!jX#? ‘#VJ* ©;j:; J♦:;G#'J 7G[ X::‘*h C;J*JWX*J ;J

%*X%X?J?e

#M7 7’9M=P<7 :H:F7S =: = :7F A • :A9L=R =9FAG:y FM7LG G7R=FLAP:MLE: FA 7=9M AFM7Gy =P5 FM7 7P5A<7PAD: =P5 7’A<7PAD: K=GL=3R7 =••79FLP< FM7 37M=KLAG A • FM7 :A9L=R =9FAG: LP FMA:7 G7R=FLAP:MLE: #M7 7P5A<7PAD: =P5 7’A<7PAD: K=GL=3R7: G7EG7:7PF 9=D:=R 9AP97EF: :DE7G LSEA:75 AP 3AFM FM7 :A9L=R =9FAG:y FM=F S=H LP9RD57 :A9L=Ry E:H9MARA<L9=Ry AG EMH:L9=R EM7PAS7P=

q‘*!;J** yG'X]]j Tmbpu' ?!G!JV !;G! %JX%“J G#V X*'G#j]G!jX#? j#!J*G:! j#

?‘:; G 7G##J* G? !X 7G♦j7j]J !;Jj* *J©G*V? G#V 7j#j7j]J !;Jj* :X?!?h 9J©G*V?

:G# YJ !;X‘';! XW G? VJ?j*JV %;[?j:G“ XY’J:!?* %?[:;X“X'j:G“ %“JG?‘*J* X* ?X:jG“

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 40: Jasfar 2001 Mediating Effects of Consumer Trust

ar

'Gj#h gX?!?* j# :X#!*G?!* G*J ‘?‘G““[ :“G??jWjJV G? #X♦jX‘? XY’J:!? X*

%?[:;X“X'j:G“ G#V ?X:jG“ %‘#j?;7J#!?h C;j? j? !;J ?X:jG“ J♦:;G#'J 7XVJ“ G! j!?

7X?! YG?j: “J}J“ !;G! j? WX““X©JV Y[ 7X?! *J?JG*:;J*? j# 7G*KJ!j#' WjJ“Vh

C;J }jJ© XW 7G*KJ! J♦:;G#'J* ©;j“J %j}X!G“ !X !;J Y*XGVJ#j#' !;J

:X#:J%! XW 7G*KJ!j#'* j? “j7j!JV j# %*G:!j:J Y[ G ?J! XW ;j';“[ *J?!*j:!j}J

G??‘7%!jX#? ©;J*J YX!; Y‘[J*? G#V ?J““J*? G*J %*j:J !GKJ*? G#V ‘!j“j![

7G♦j7j]J?h C;J j#WX*7G!jX# J♦:;G#'JV YJ!©JJ# Y‘[J*? G#V ?J““J*? 7Gj#“[

:X#:J*#j#' ©j!; %*XV‘:! WJG!‘*J?* /‘G“j![* %*j:J G#V :X77‘#j:G!jX#? !J#V? !X YJ

WX*7G“h v# ?‘:; G 7G*KJ!* Y‘[J*? G#V ?J““J*? :G# #X! Y‘j“V “G?!j#' *J“G!jX#?;j%

TJh'h* x“VJ*?X#* mbrco (X!“J** mbpao yG'X]]j* 9h 6h* mbpu* yG'X]]j* 9h 6h*

mbpc'h

v# :X#!*G?! !X !;j? ?!G!J7J#!* -G:#Jj“* vh9h Tmbtr* %h cppo kX‘?!X# G#V

BG??J#;Jj#J** mbtp* %h mso x#j“ G#V PjK;J“?* mbba* %h p' :X'J#!“[ G*'‘J !;G! G““

*JG“ “jWJ J♦:;G#'J !GKJ? %“G:J j# !;J :X#!J♦! XW *J“G!jX#? 7X*J J♦!J#?j}J !;G# !;J

J♦:;G#'J j!?J“W j# *J“G!jX# !X %*J}J#!j#' j#Vj}jV‘G“? W*X7 YJj#' j#Vj}jV‘G“

‘!j“j![ 7G♦j7j]J?h BXXV 7G*KJ!j#' 7G#G'J7J#! J7%;G?j]J? !;J Y‘j“Vj#' XW

+“X#'E!J*7 *J“G!jX#?;j%?™h C;‘?* j# *J“G!jX#G“ J♦:;G#'J* Y‘[J*? G#V ?J““J*? ©X*K

:“X?J“[ G#V :X77‘#j:G!J 7X*J W*J/‘J#!“[ !;G# j# ?j7%“J 7G*KJ! J♦:;G#'J?h

gX#?j?!J#! ©j!; !;j? J♦%“G#G!jX# G#V YG?JV X# J:X#X7j: !;JX![* j# !;J

G*!j:“J +x# v#?!j!‘!jX#G“ C;JX*[ XW w♦:;G#'J j# -G*KJ!j#'™* 6G#V[G* J! G)*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 41: Jasfar 2001 Mediating Effects of Consumer Trust

ap

Tmbba' ?!G!J !;J Vj?:‘??jX# XW J♦:;G#'J j# 7G*KJ!j#' ;G? :J#!J*JV 7Gj#“[ X# !;J

7G*KJ! J♦:;G#'J? !X !;J J♦:“‘?jX# XW *JVj?!*jY‘!jX# G#V *J:j%*X:j![* YJ:G‘?J j#

!;J ?;X*! *‘#* #X#E7G*KJ! J♦:;G#'J “XXK? “jKJ X#JE©G[ !*G#?WJ*? XW }G“‘J?

*G!;J* !;G# !;J J♦:;G#'J XW }G“‘J? G7X#' %G*!jJ?h x“?X* ‘#!j“ }J*[ *J:J#!“[* !;J

#JX:“G??j:G“ #X!jX# X W J♦:;G#'J G#V !;J *J“G!JV ?X:jG“ J♦:;G#'J %G*GVj'7

VX7j#G!JV !;J 7G*KJ!j#' J♦:;G#'J Vj?:X‘*?J T6G#V[G* x#j“o ,;X“GKjG*

PjK;j“J?* mbba* %h r'h

”j7j“G* ©j!; !;J?J G*'‘7J#!?* wG?!X#* BJXWW* x*G‘’X G#V )‘j? Tmbbu* %h

u' %*X%X?J !;G! G““ J♦:;G#'J?* j#Vj}jV‘G“? X* X*'G#j]G!jX#? ©J*J J7YJVVJV j# G

?X:jG“ *J“G!jX#? G#V J:X#X7j: J♦:;G#'J G#V* G? *J?‘“!* !;J*J G*J ?X:jG“ V*j}j#'

WX*:J? ©;j:; ?‘%%X*! !;J J?!GY“j?;7J#! XW :X#!j#‘j#' ?X:jG“ *J“G!jX#?;j%?

*J'G*V“J?? XW !;J J:X#X7j: :X#!J#! XW ?‘:; *J“G!jX#?;j%?h C;J J7YJVVJV#J?? XW

J:X#X7j: G:!j}j![ j# :X#!j#‘j#' #J!©X*K? XW ?X:jG“ *J“G!jX#? ;G? YJJ# #X!JV j# G

#‘7YJ* XW J7%j*j:G“ ?!‘VjJ?* ;j'; “j';!j#' !;J WG:! !;G! J}J# j# !;J :“X?J !X

jVJG“* %J*WJ:!“[ :X7%J!j!j}J 7G*KJ!?* ?‘:; G? :X77XVj![ X* ?J:‘*j!jJ? 7G*KJ!?*

j! j? %X??jY“J !X jVJ#!jW[ ?X:jG“ ?!*‘:!‘*J* *‘“J?* #X*7?* G#V *J“G!jX#?;j%? !;G!

YX!; :X#?!j!‘!J G#V ?;G%J 7G*KJ!j#' %*X:J??J?h q‘*!;J** ,©[J** ”;‘*** G#V H;;

Tmbtp'* %*X%X?J !;G! !;J :X#:J%! XW *J“G!jX#G“ X::‘*? ©;J# Y‘[J*? G#V ?‘%%“jJ*?

VJ}J“X% “X#'E!J*7 :X#!*G:!‘G“ *J“G!jX#?;j%?* G#V 'XG“ :X7%G!jYj“j![ G#V ?;G*JV

}G“‘J? YJ:X7J 7X*J j7%X*!G#! !;G# %*j:Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 42: Jasfar 2001 Mediating Effects of Consumer Trust

at

C;J gX#:J%! XW 9J“G!jX#?;j% -G*KJ!j#'h q*X7 !;J gX#?‘7J*$? 6J*?%J:!j}J

9J“G!jX#?;j% 7G*KJ!j#' VX #X! ;G%%J#o !;J[ ;G}J !X YJ 7GVJ !X ?!G*!*

7GKJ !X ©X*K* 7GKJ !X VJ}J“X%* KJ%! j# 'XXV ©X*Kj#' X*VJ* G#V %*J?J*}JV W*X7

'Xj#' ?X‘* T,‘:K* mbbm* %h n'h

Q#VJ*?!G#Vj#' *J“G!jX#?;j% 7G*KJ!j#' ©;j:; ;G? J7J*'JV G? G #J© G#V

j7%X*!G#! G%%*XG:; !X G:;jJ}J :‘?!X7J* *J!J#!jX#* *J/‘j*J? Vj?!j#:!jX#? YJ!©JJ#

!;J Vj?:*J!J !*G#?G:!jX#? G#V *J“G!jX#G“ J♦:;G#'J? T-G:#Jj“* mbpto ,©[J** ”:‘**

G#V H;* mbtp­h v# !;J G*!j:“J +,J}J“X%j#' y‘[J*E”J““J* 9J“G!jX#?;j%?™* ,©[J**

”;‘** G#V H; Tmbtp' %X?j!JV !;G! !;J Vj?:*J!J !*G#?G:!jX# ;G?e G Vj?!j#:!

YJ'j##j#'* ?;X*! V‘*G!jX#* G#V ?;G*% J#Vj#' Y[ %J*WX*7G#:J* ©;J*JG? !;J

*J“G!jX#G“ J♦:;G#'J* !*G:J? YG:K !X %*J}jX‘? G'*JJ7J#!? G#V G? G “X#'J*

V‘*G!jX#* *JW“J:!j#' G# X#'Xj#' %*X:J??h 9J“G!jX#?;j% -G*KJ!j#' j? G :X7%“J♦

%;J#X7J#X# !;G! 7G[ J#!Gj“ VjWWJ*J#! }jJ©%Xj#!? G#V :X#:J*#? X# !;J %G*! XW

:X7%G#jJ? G#V :X#?‘7J*?h

qX* ?J:‘*j#' ?J*}j:J /‘G“j![* *J“G!jX#?;j% Y‘j“Vj#' ;G? YJJ# #X!JV G?

YJj#' G# JWWJ:!j}J ?!*G!J'[ G#V WX* J#;G#:j#' G :‘?!X7J*$? %J*:J%!jX# XW !;J

/‘G“j![ Tg]J%jJ“* mbbso 6G*G?‘*G7G#* yJ**[ G#V 4Jj!;G7“* mbbm'h C;J #G!‘*J XW

%*XWJ??jX#G“ ?J*}j:J? G? j#!G#'jY“J G#V :X7%“J♦ %J*WX*7G#:J? 7GKJ? !;J

*J“G!jX#?;j% G%%*XG:; J?%J:jG““[ *J“J}G#! Tg*X?Y[* mbbmo g]J%jJ“* mbbs'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 43: Jasfar 2001 Mediating Effects of Consumer Trust

ab

q*X7 !;J 7‘“!j%“J VJWj#j!jX#? XW 9J“G!jX#?;j% -G*KJ!j#'* X#“[ ?X7J XW

!;J G‘!;X*? VJWj#J 9J“G!jX#?;j% -G*KJ!j#' WX:‘? X# !;J :X#?‘7J*$? %Xj#! XW

}jJ©h C;J Y‘“K XW !;J 9J“G!jX#?;j% -G*KJ!j#' “j!J*G!‘*J TG! “JG?! j# !;J G:GVJ7j:

%*J??' j? WX:‘? Jj!;J* X# Y‘?j#J?? !X Y‘?j#J?? *J“G!jX#?;j%? X* X# Y‘?j#J?? !X

:X#?‘7J* *J“G!jX#?;j%? !;G! J7%;G?j]J !;J :X7%G#[$? *G!;J* !;G# !;J

:X#?‘7J*$? %Xj#! XW }jJ© T)“X[V* asss* %h ma'h

-X*'G# G#V k‘#! Tmbbu' j? X#J XW !;J G‘!;X*? !;G! VJWj#JV 9J“G!jX#?;j%

7G*KJ!j#' J7%;G?j]J !;J :X7%G#[ •? %Xj#! XW }jJ©h C;J[ VJWj#J 9J“G!jX#?;j%

7G*KJ!j#' G? +G““ 7G*KJ!j#' G:!j}j!jJ? Vj*J:!JV !X©G*V J?!GY“j?;j#'* VJ}J“X%j#'*

G#V 7Gj#!Gj#j#' ?‘::J??W‘“ *J“G!jX#G“ J♦:;G#'J?™h ”;J! G#V 6*G}G!j[G* Tmbbc'

%*X%X?JV !;J VJWj#j!jX# XW 9J“G!jX#?;j% -G*KJ!j#' W*X7 :X#?‘7J*$?

%J*?%J:!j}Jh C;J[ VJWj#J 9J“G!jX#?;j% 7G*KJ!j#'e

+G? G# X#'Xj#' :XX%J*G!j}J 7G*KJ! YJ;G}jX* YJ!©JJ# !;J 7G*KJ!J* G#V !;J :X#?‘7J** *JW“J:!j#' ?X7J ?X*!? XW G :X77j!7J#! 7GVJ Y[ !;J :X#?‘7J* !X :X#!j#‘J %G!*X#j]j#' !;J %G*!j:‘“G* 7G*KJ!J* VJ?%j!J #‘7J*X‘? :;Xj:J? !;G! J♦j?! WX* ;j7 X* ;J*™h

C;J[ ?!G!J !;G! :X#?‘7J*? J#!J* ?‘:; *J“G!jX#?;j%? YJ:G‘?J !;J[ ©G#! !X

*JV‘:J :;Xj:Jh gX#?‘7J*$? VJ?j*J !X *JV‘:J %J*:Jj}JV *j?K* #JJV !X 7Gj#!Gj#

:X'#j!j}J :X#?j?!J#:[* G#V J♦%J:!G!jX# XW *J©G*V? i %X?j!j}J *Jj#WX*:J7J#!? G?

:*j!j:G“ !X ;j?i;J* VJ:j?jX# !X J#!J* G 7G*KJ!j#' *J“G!jX#?;j%h HY}jX‘?“[*

:X#?‘7J* ©j““ J#!J* G *J“G!jX#?;j% X#“[ jW !;J[ %J*:Jj}J !;G! !;J*J j? ?X7J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 44: Jasfar 2001 Mediating Effects of Consumer Trust

63

YJ#JWj!? j# VXj#' ?Xh H#J XW !;J %X!J#!jG““[ YJ#JWj!? j? !;J :;Xj:J *JV‘:!jX# T!;J

VJ?j*J !X WX*7 G# J/‘j!GY“J ?J“WE:X##J:!jX#'e !;J YJ#JWj!? !;G! :G# ;J“% J♦%“Gj#

©;[ :X#?‘7J*? J#!J* *J“G!jX#?;j%? ©j!; 7G*KJ!J*? G#V %*X}jVJ G W*G7J©X*K WX*

X*'G#j]j#' j7%X*!G#! WJJVYG:K }G*jGY“J?* ?‘:; G? !*‘?! G#V :X77j!7J#! T”;J!;

G#V 6G*}G!j[G** mbbc'h v# :X#!*G?! !X !;J 7X*J %*G'7G!j: :X#}J#jJ#:JE

J:X#X7j:? X*jJ#!G!jX# XW :;Xj:J *JV‘:!jX#* J/‘j!GY“J ?J“WE:X##J:!jX#

J7%;G?j]J? G %?[:;X“X'j:G“ X*jJ#!G!jX# !;G! YG“G#:J !;J :X#?‘7J*$? j##J* YJj#'

TjhJh* ©;X ;J i ?;J j?' ©j!; ;j? i ;J* 7G!J*jG“ TjhJh* %*XV‘:! G#V ?J*}j:J' ©G#!?h

C;‘?* !;J :X#?‘7J* ©j““ :;XX?J !X J#!J* *J“G!jX#?;j% ©j!; !;J :X7%G#[ ©;X?J

%*XV‘:!? i ?J*}j:J? *JW“J:! !;J :X#?‘7J*?E?J“W :X#:J%! X#“[ jW !;J :X#?‘7J*

%J*:Jj}J? !;G! j#j!jG“ !*G#?G:!jX#? ©j!; !;G! J#!j![ ;G}J YJJ# J/‘j!GY“J T)“X[V*

asss* %h mu'h ”;J /‘X!JV G :X7%“J!J VJWj#j!jX# XW J/‘j![ TW*X7 ?!G#VG*V :X““J'J

Vj:!jX#G*[' G? +!;J /‘G“j![* ?!G!J* X* jVJG“ XW YJj#' ’‘?! WGj** G#V j7%G*!jG“*

VJ#X!j#' j# Y‘?j#J??* G WGj* !*GVJ X* G WGj* J♦:;G#'J XW }G“‘J YJ!©JJ# Y‘[J* G#V

?J““J*™h gX7%G#[$? WGj*#J?? j? X#J XW !;J 7X?! j7%X*!G#! WG:!X* j# VJ!J*7j#j#'

:X#?‘7J* !*‘?! G#V !;J “J}J“ X W :X#?‘7J* :X77j!7J#! TyJ**[* mbbb'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 45: Jasfar 2001 Mediating Effects of Consumer Trust

nm

C*‘?! G#V gX#?‘7J* gX77j!7J#! G? !;J -JVjG!j#' LG*jGY“J XW 9J“G!jX#?;j% -G*KJ!j#'

C;J ?;jW!j#' J7%;G?j? !X *J“G!jX#G“ 7G*KJ!j#' ;G? Y*XGVJ#JV !;J “j?! XW

WG:!X*? !;G! %*JVj:! W‘!‘*J j#!J#!jX#? !X j#:X*%X*G!J G #J© :X#?!*‘:! ?‘:; G? !*‘?!

G#V :X77j!7J#!h v# !;J ?X7J ?!‘VjJ? XW 9J“G!jX#?;j% -G*KJ!j#' Tg*X?Y[*

w}G#? G#V gX©“J? mbbso -XX*7G#* ,J?;%G#VJ G#V 4G“!7G#* mbbno -X*'G#

G#V k‘#!* mbbuo ,©[J** ”;‘** G#V H;* mbtpo (‘7G** J! G“* mbbco ”7j!;* mbbto

yJ**[* mbbbo w““J# BG*YG*j#X G#V -G*K zX;#?X#* mbbb'* !;J?J :X#?!*‘:!? ©J*J

J7%j*j:G““[ !J?!JV G#V ;GV G ?j'#jWj:G#!“[ j7%G:! X# Y‘[J*E?J““J* *J“G!jX#?;j%?h

v#!J*J?!j#'“[ !;J !©X XW :X#?!*‘:!e !*‘?! G#V :X77j!7J#! ;G}J YJJ#

?;X©# !X 7JVjG!J G#!J:JVJ#!? G#V :X#?J/‘J#:J? XW 9J“G!jX#?;j% -G*KJ!j#'

T-X*'G#! G#V k‘#!* mbbuo BG*YG*j#X G#V zX;#?X#* mbbb' G#V XW “X#' !J*7

X*jJ#!G!jX# TBG#J?G#* mbbu'* G#V G“?X j# %?[:;X“X'j:G“ ?!‘V[ T9XYj#?X#* ”G#V*G

)* mbbr'h

-X*'G# G#V k‘#! Tmbbu* %h nm' !;JX*j]JV G#V !J?!JV !;J :X77j!7J#!

G#V !*‘?! j# !;J :X#!J♦! X W G‘!X7XYj“J !j*J *J“G!jX#?;j% G#V ?!G!J !;G! *J“G!jX#?;j%

:X77j!7J#! G#V !*‘?! ©J*J #X! X#“[ j7%X*!G#! }G*jGY“J? j# 7G*KJ!j#'

*J“G!jX#?;j%?* Y‘! ;G? G“?X KJ[ 7JVjG!j#' }G*jGY“J? j# !;J?J *J“G!jX#?;j%?h

gX77j!7J#! G#V !*‘?! J♦%“Gj# !;J *J“G!jX#?;j% YJ!©JJ# G #‘7YJ* XW

YG:K'*X‘#V }G*jGY“J? G#V :X#?!*‘:!? T*J“G!jX#?;j% YJ#JWj!?* :X77‘#j:G!jX#*

?;G*JV }G“‘J* ?©j!:;j#' :X?!' G#V #‘7YJ* XW *J“G!jX#?;j% :X#?J/‘J#:J?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 46: Jasfar 2001 Mediating Effects of Consumer Trust

na

T*J!J#!jX#* *J“G!jX#?;j% J#;G#:J7J#!* :XX%J*G!j}J* GV}X:G:['h ”j7j“G* ©j!; !;j?

?!‘V[* BG*YG*j#X G#V zX;#?X# Tmbbb* %h pn' ;[%X!;J?j]J !;G! !*‘?! G#V

:X77j!7J#! G*J WX:G“ j#!J*7JVjG!J :X#?!*‘:!? j# !;J “G!J#! ?!*‘:!‘*J 7XVJ“ XW

:X7%X#J#! G#V '“XYG“ J}G“‘G!jX#? XW !;X?J :‘?!X7J*? ©;X ;G}J G ;j';

*J“G!jX#G“ X* %G*!#J*j#' X*jJ#!G!jX# !X !;J X*'G#j]G!jX#h yJ:G‘?J :X77j!7J#!

j#}X“}J? %X!J#!jG“ }‘“#J*GYj“j![ G#V ?G:*jWj:J* j! WX““X©? !;G! %JX%“J G*J ‘#“jKJ“[

!X YJ :X77j!!JV ‘#“J?? !*‘?! G“*JGV[ j? J?!GY“j?;JVh C;j? !;JX*[ G“?X %*X%X?J?

!;G! !;J !*‘?! G#V :X77j!7J#! YX!; G*J j#W“‘J#!jG“ j# !;J W‘!‘*J j#!J#!jX#? XW G#

J♦:;G#'J %G*!#J*h C;J[ WX‘#V !;G! WX* G :‘?!X7J* ©j!; G ;j'; *J“G!jX#G“

X*jJ#!G!jX#* :X77j!7J#! !X !;J X*'G#j]G!jX# j? *J“G!JV %X?j!j}J“[ !X !*‘?! j# !;J

X*'G#j]G!jX#* G#V G“?X WX* :‘?!X7J* ©j!; G ;j'; *J“G!jX#G“ X*jJ#!G!jX#* !*‘?! G#V

:X77j!7J#! j# !;J X*'G#j]G!jX# 7JVjG!J? *J“G!jX#?;j% YJ!©JJ# !;J :X7%X#J#!

G!!j!‘VJ? G#V W‘!‘*J j#!J#!jX#?h yX!; G*J *J“G!JV %X?j!j}J“[ !X YJ;G}jX*G“

j#!J#!jX#?h

yG*X# G#V (J##[ Tmbtr* %h mmpu' j# !;Jj* G*!j:“J +C;J -XVJ*G!X*E

-JVjG!X* LG*jGY“J ,j?!j#:!jX# j# ”X:jG“ 6?[:;X“X'j:G“ 9J?JG*:;e gX#:J%!‘G“*

”!*G!J'j: G#V ”!G!j?!j:G“ gX#?jVJ*G!jX#?™* %*X%X?JV 3XXV©X*!;$? Tmbat' ”EHE9

7XVJ“* ©;j:; *J:X'#j]J? !;G! G# G:!j}J X*'G#j?7 TH' j#!J*}J#J? YJ!©JJ#

?!j7‘“‘? T”' G#V *J?%X#?J T9'* j? %J*;G%? !;J 7X?! 'J#J*j: WX*7‘“G!jX# XW G

7JVjG!jX# ;[%X!;J?J?h C;J :J#!*G“ jVJG XW !;j? 7XVJ“ j? !;G! }G*jX‘?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 47: Jasfar 2001 Mediating Effects of Consumer Trust

!*G#?WX*7G!jX# %*X:J??J? j#!J*#G“ !X !;J X*'G#j?7 7JVjG!J !;J JWWJ:!? XW ?!j7‘“j

X# YJ;G}jX*h 9XYj#?X#* ”G#V*G ) Tmbbr* %h cpt' j# ;J* G*!j:“J +C*‘?! G#V y*JG:;

XW !;J 6?[:;X“X'j:G“ gX#!*G:!™* G*'‘JV !;G! !*‘?! %“G[? G 7JVjG!j#' !;J JWWJ:!? XW

%?[:;X“X'j:G“ Y*JG:; ‘#VJ*7j#J? !©X :X#Vj!jX#?e “JGVj#' !X !*‘?!E’‘V'J7J#! XW

j#!J'*j![ G#V YJ“jJW? j# YJ#J}X“J#:JE!;G! j# !‘*# *JV‘:J J7%“X[JJ?$

:X#!*jY‘!jX#?h

C*‘?!h ,JWj#j!jX# G#V ,j?:‘??jX# XW !;J gX#?!*‘:!

9J?JG*:; ;G? VJ7X#?!*G!JV !;G! !;J #JJV WX* !*‘?! G*j?J? j# G#[ ?j!‘G!jX#

:;G*G:!J*j]JV Y[ G VJ'*JJ X W *j?K* ‘#:J*!Gj#![* G#ViX* G “G:K X W K#X©“JV'J X*

j#WX*7G!jX# X# !;J %G*! XW !;J j#!J*G:!jX# %G*!j:j%G#!?h C;‘?* :‘?!X7J*? ;G}J G#

j#;J*J#! #JJV !X !*‘?! j# !;Jj* ?J*}j:J %*X}jVJ* !X VJ“j}J* !;J VJ?j*JV ?J*}j:J

X‘!:X7Jh

9X!!J* Tmbrp* %h rcm' j# !;J G*!j:“J +x #J© ?:G“J WX* !;J 7JG?‘*J7J#! XW

j#!J*%J*?X#G“ !*‘?!™* YG?j:G““[ %*X%X?JV !;G! X#J XW !;J 7X?! ?G“jJ#! WG:!X*? j#

!;J JWWJ:!j}J#J?? XW !;J %*J?J#! :X7%“J♦ ?X:jG“ X*'G#j]G!jX# ©G? G ©j““j#'#J??

XW X#J X* 7X*J j#Vj}jV‘G“? j# G ?X:jG“ ‘#j! !X !*‘?! X!;J*?h kJ G*'‘JV !;G! !;J

JWWj:jJ#:[* GV’‘?!7J#!* G#V J}J# ?‘*}j}G“ XW G#[ ?X:jG“ '*X‘% VJ%J#V ‘%X# !;J

%*J?J#:J X* GY?J#:J XW ?‘:; !*‘?!h gX#!j#‘j#' !;J G‘!;X* VJWj#J? j#!J*%J*?X#G“

!*‘?! ;J*J* G? +G# J♦%J:!G#:[ ;J“V Y[ G# j#Vj}jV‘G“ X* G '*X‘% !;G! !;J ©X*V*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 48: Jasfar 2001 Mediating Effects of Consumer Trust

nu

%*X7j?J* }J*YG“ X* ©*j!!J# ?!G!J7J#! XW G#X!;J* j#Vj}jV‘G“ G#V '*X‘% :G# YJ

*J“jJV X#™h

C;J*J j? WX‘* XW !;J 7X?! XW!J# :j!JV VJWj#j!jX# XW !*‘?!e

mh H#J %G*![ YJ“jJ}J? !;G! j!? #JJV? ©j““ YJ W‘“Wj““JV j# !;J W‘!‘*J Y[ G:!jX#?

!GKJ# Y[ !;J X!;J* %G*![ Tx#VJ*?X# G#V 3 Jj!]* mbbs'h

ah x %G*![$? J♦%J:!G!jX# !;G! G#X!;J* %G*![ VJ?j*J? :XX*Vj#G!jX#* ©j““ W‘“Wj““

XY“j'G!jX#?* G#V ©j““ %‘““ j!? ©Jj';! j# !;J *J“G!jX#?;j% T,©[J** ”:;‘** G#V

H;;* mbtp'h

nh C;J YJ“jJW !;G! G %G*![ ©X*V? X* %*X7j?J? j? *J“jGY“J G#V G %G*![ ©j““ W‘“Wj““

;j?i ;J* XY“j'G!jX#? j# G# J♦:;G#'J *J“G!jX#?;j% T”:;‘** G#V H]G##J* mbt”'h

uh -X*'G# G#V k‘#! Tmbbu* %h an'* VJWj#J !*‘?! G? !;J %J*:J%!jX# X W :X#WjVJ#:J

!;J J♦:;G#'J %G*!#J*$? *J“jGYj“j![ G#V j#!J'*j![h

x# j7%X*!G#! G?%J:! X W !;J?J VJWj#j!jX#? j? !;J #X!jX# XW !*‘?! G? G YJ“jJW

G ?J#!j7J#!* X* G# J♦%J:!G!jX# GYX‘! G# J♦:;G#'J %G*!#J* !;G! *J?‘“!? W*X7 !;J

%G*!#J*$? J♦%J*!j?J* *J“jGYj“j![* G#V j#!J#!jX#G““[ TBG#J?G# G#V ”;G#KG** mbbu*

%h n'h C;J[ ;G? %*X%X?JV !;G! !*‘?! j? *JW“J:!JV j# !©X Vj?!j#:! :X7%X#J#!?e

Tm' vG75L3LRLFHy ©;j:; j? YG?JV X# !;J J♦!J#! !X ©;j:; !;J J♦:;G#'J %G*!#J*

YJ“jJ}J? !;G! !;J X!;J* %G*![* ;G? !;J *J/‘j*JV J♦%J*!j?J !X %J*WX*7 !;J ’XY

JWWJ:!j}J“[ G#V *J“jGY“[h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 49: Jasfar 2001 Mediating Effects of Consumer Trust

nc

Ta' g7P7KAR7P97* ©;j:; j? YG?JV X# !;J J♦!J#! !X ©;j:; !;J J♦:;G#'J %G*!#J*

;G? j#!J#!jX#? G#V 7X!j}J? YJ#JWj:jG“ !X !;J X!;J* %G*![ ©;J# #J©

:X#Vj!jX#? G*j?J* :X#Vj!jX#? WX* ©;j:; G :X77j!7J#! ©G? #X! 7GVJh

C;J #X!jX# XW !*‘?! G? G :*j!j:G“ ?‘::J?? WG:!X* j# ?J*}j:J *J“G!jX#?;j%?

©G? j#!*XV‘:JV Y[ 6G*G?‘*G7G#* 4Jj!;G7“* G#V yJ**[ Tmbtc'* ©;X ?‘''J?!JV

!;G! :‘?!X7J*? ?;X‘“V YJ GY“J !X !*‘?! !;Jj* ?J*}j:J %*X}jVJ*?* G#V YJ G??‘*JV

!;G! !;Jj* VJG“j#'? G*J :X#WjVJ#!jG“h yJ**[ Tmbbb* %h cu' j# ;j? *J?JG*:; X# mu

?J*}j:J :X7%G#jJ? ?!G!J !;G! j#;J*J#!“[ j#!G#'jY“J #G!‘*J XW ?J*}j:J?* :X#?‘7J*?

%G}JV !;J ©G[ WX* !*‘?! YG?J *J“G!jX#?;j%? !X *JV‘:J ‘#:J*!Gj#![ G#V

}‘“#J*GYj“j![* G#V %*X}jVJ !;J WX‘#VG!jX# X W ?J*}j:J :X7%G#jJ?$ JWWX*!? !X

J?!GY“j?; J#V‘*j#'* :X77j!7J#! G#V *j:; *J“G!jX#?;j%? ©j!; !;J :‘?!X7J*?h

q‘*!;J** )j“’G#VJ* G#V ”!G#V}jK Tmbbc' ?!*J?? !;G! !*‘?! j? :J*!Gj#“[ }J*[

j7%X*!G#! j# ?J*}j:J? “jKJ YG#K? G#V j#?‘*G#:J :X7%G#jJ? E X* j# X!;J* :G?J?

©;J*J !;J :*JVJ#:J /‘G“j![ XW G ?J*}j:J VX7j#G!J T7J*:;G#!? 'J#J*G“

%*G:!j!jX#J*?'h v# !;j? ?J#?J* G::X*Vj#' !X !;J?J G‘!;X*?* !X !*‘?! !;J X!;J* %G*![ j?

!X ;G}J :X#WjVJ#:J j# j!? :G%GYj“j![ G#V ©j““j#'#J?? !X KJJ% j!? J♦%“j:j! G#V

j7%“j:j! %*X7j?J?h ”j7j“G*“[* B*J7“J** G#V yj!#J* Tmbbt' j# !;Jj* ?!‘V[ WX‘#V*

+©;J# G ?J*}j:J j? ;j';“[ j#!G#'jY“J* :‘?!X7J*? ©j““ ;G}J !X !*‘?! !;G! !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 50: Jasfar 2001 Mediating Effects of Consumer Trust

nr

?J*}j:J %*X}jVJ* :G# %J*WX*7 !;J ?J*}j:J ©J““ YJWj.*> ?;Ji;J :;XX?J? j! WX* !;J

Wj*?! !j7J™h

gX77j!7J#!h ,JWj#j!jX# G#V ,j?:‘??jX# X W !;J gXj’?!*‘'!

”j7j“G* !X !*‘?!* :X77j!7J#! j? *J:X'#j]JV G# J??J#!jG“ j#'*JVjJ#! WX*

?‘::J??W‘“ “X#'E!J*7 *J“G!jX#?;j%? T,©[J** ”;‘** G#V H;* mbtpo -X*'G# G#V

k‘#!* mbbuo B‘#V“G:;* x:;*X“ G#V -J#!]J** mbbco CG♦* ”!J%;J# G#V

g;G#V*G?;JKG*G#* mbbto yJ**[* mbbbo q‘““J*!X# G#V CG[“X** *wwwlh Bj}J# !;J

j7%X*!G#:J XW :X77j!7J#! !X *J“G!jX#?;j%* %J*;G%? !;J 7X?! G%%*X%*jG!J

/‘J?!jX# j? +3;G! j? :X77j!7J#!.™ ,©[J** ”;‘** G#V H;* Tmbtp* %h mb' ;G?

YJJ# VJWj#JV :X77j!7J#! G? +G# j7%“j:j! G#V X* iJ♦%“j:j! %“JV'J XW *J“G!jX#G“

:X#!j#‘j![ YJ!©JJ# J♦:;G#'J %G*!#J*?™h -XX##Gx 4G“!7G# G#V ,J?;%G#VJ

Tmbba* %h nmr' VJWj#JV *J“G!jX#?;j% :X77j!7J#! G? G# +J#V‘*j#' VJ?j*J !X

7Gj#!Gj# G }G“‘JV *J“G!jX#?;j%™h ”j7j“G* ©j!; !;j? VJWj#j!jX#U -X*'G# G#V k‘#!

Tmbbu* %h an' YJ“jJ}JV !;G! +*J“G!jX#?;j% :X77j!7J#! J♦j?! X#“[ ©;J# !;J

*J“G!jX#?;j% j? :X#?jVJ*JV j7%X*!G#! G#V G :X#W7‘!!JV %G*!#J* ©G#!? !;J

*J“G!jX#?;j% !X J#V‘*J j#VJWj#j!J“[ G#V j? ©j““j#' !X ©X*K G! 7Gj#!Gj#j#' j!™h

C;J[ VJWj#JV *J“G!jX#?;j% :X77j!7J#! G? +G# J♦:;G#'J %G*!#J*™ YJ“jJ}j#' !;G!

G# X#'Xj#' *J“G!jX#?;j% ©j!; G#X!;J* j? ?X j7%X*!G#! G? !X ©G**G#! 7G♦j7‘7

JWWX*!? G! 7Gj#!Gj#j#' j!o !;G! j?* !;J :X77j!!JV %G*![ YJ“jJ}J? !;J *J“G!jX#?;j% j?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 51: Jasfar 2001 Mediating Effects of Consumer Trust

np

©X*!; ©X*Kj#' X# !X J#?‘*J !;G! j! J#V‘*J? j#VJWj#j!J“[* G#V %*X%X?JV !;G!

*J“G!jX#?;j% :X77j!7J#! j? :J#!*G“ !X *J“G!jX#?;j% 7G*KJ!j#' T%h an'h v# !;J G*JG

XW ?J*}j:J *J“G!jX#?;j% 7G*KJ!j#'* yJ**[ G#V 6G*G?‘*G7G# Tmbbm* %h mnb'

7Gj#!Gj# !;G! +*J“G!jX#?;j%? G*J Y‘j“! X# !;J WX‘#VG!jX# X W 7‘!‘G“ :X77j!7J#!™h

gX#?‘7J*? ©j““ ;G}J G “G*'J #‘7YJ* XW WJJ“j#'? GYX‘! !;Jj* *J“G!jX#?;j%

©j!; G ?J*}j:J %*X}jVJ* !;G! *JW“J:! :X#!j#‘G#:J* GWWJ:!j}J G#V #X*7G!j}J

:X77j!7J#! Tq‘““J*!X# G#V CG[“X** asss* %h pEt'h gX#!j#‘G#:J :X77j!7J#! j#

7G*KJ!j#' *J“G!jX#?;j%? j? *XX!JV j# ?©j!:;j#' :X?!?* ?G:*jWj:J* VJ%J#VJ#:J*

©;j“J #X*7G!j}J :X77j!7J#! J♦j?!? j# 7G*KJ!j#' *J“G!jX#?;j%? ©;J# :X#?‘7J*

WJJ“? XY“j'G!JV !X VX Y‘?j#J?? ©j!; G %G*!j:‘“G* X*'G#j]G!jX#h xWWJ:!j}J

:X77j!7J#! j# 7G*KJ!j#' *J“G!jX#?;j%? ;G? j!? YG?J j# ?;G*JV }G“‘J?* !*‘?!*

YJ#J}X“J#:J* G#V *J“G!jX#G“j?7 T,X#J[ G#V gG##X#* mbbpo BG*YG*j#X G#V

zX;#?X#* mbbbo kJjVJ G#V zX;#* mbbao -X*'G# G#V k‘#!* mbbu'h 3;J#

:X#?‘7J*? G*J GWWJ:!j}J“[ :X77j!!JV !X !;Jj* ?J*}j:J %*X}jVJ* !;J[ j#!J#V !X G:!

G? GV}X:G!J? WX* !;J ?J*}j:J %*X}jVJ* Tq‘““J*!X# G#V CG[“X** asss'h

g‘?!X7J*? G#V J7%“X[JJ? 7G[ *J7Gj# j# *J“G!jX#?;j%? ©j!; G :X7%G#[

Jj!;J* YJ:G‘?J !;J[ VJ?j*J !;J *J“G!jX#?;j% X* YJ:G‘?J !;J[ %J*:Jj}J #X ?‘j!GY“J

G“!J*#G!j}Jh C;J “J}J“ XW :X77j!7J#! !X G *J“G!jX#?;j% VJ%J#V? X# !;J J♦!J#! !X

©;j:; j! VJ*j}J? W*X7 VJVj:G!jX# *G!;J* !;G# :X#?!*Gj#!?h 9J“G!jX#?;j%

:X77j!7J#! :G# YJ :X#:J%!‘G“j]JV G:*X?? G *G#'J XW :X77j!7J#! “J}J“? W*X7

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 52: Jasfar 2001 Mediating Effects of Consumer Trust

nt

j#!J*J?! j# G“!J*#G!j}J?* G:/‘jJ?:J#:J* :XX%J*G!jX#* J#;G#:J7J#!* G#V J7X!jX#G“

X©#J*?;j% XW !;J :X7%G#[ G? !;J ;j';J?! “J}J“ XW *J“G!jX#?;j% :X77j!7J#!

TyJ**[* mbbb'h

v#!J*J?! j# G“!J*#G!j}J?* j? G :X#Vj!jX# ©;J*J G :‘?!X7J* G#V G# J7%“X[JJ

*J7Gj#? j# G *J“G!jX#?;j% YJ:G‘?J XW !;J :X#?!*Gj#! WX* “JG}j#'h C;j? Kj#V XW

*J“G!jX#?;j% j? #J:J??G*[ Y‘! #X! }G“‘JVh v# !;j? :G?J* ;G}j#' +“X[G“™ :‘?!X7J*?

7J*J“[ YJ:G‘?J !;J[ %J*:Jj}J #X G!!*G:!j}J G“!J*#G!j}J? ?‘''J?!? G }‘“#J*GY“J

?!G!J G#V YX*VJ*? X# !;J +“X:KJVEj#™ ?j!‘G!jX# VJ?:*jYJV Y[ yG*#J? Tmbbu'h

x::X*Vj#' !X yJ**[ Tmbbb'* !;j? j? !;J “X©J?! “J}J“ XW *J“G!jX#?;j% :X77j!7J#!

G#V jW X#J G%%“jJ? !;j? !X 7G*KJ!j#'* X*'G#j]G!jX#G“ G!!J7%!? !X j#:*JG?J !;J

YG**jJ*? !X J♦j!* ?‘:; G? !;J VJ}J“X%7J#! XW *J©G*V? %*X'*G7?h x:/‘jJ?:J#:J j?

!;J VJ'*JJ* ©;j:; G %G*!#J* G::J%!? X* GV;J*J? !X G#X!;J*$? ?%J:jWj: *J/‘J?!? X*

%X“j:jJ? T-X*'G#! G#V k‘#! mbbu* %h acEar'h yX!; :X#?!*Gj#!? G#V VJVj:G!jX#

:G# “JGV !X G:/‘jJ?:J#:J TyJ**[* mbbb'h gXX%J*G!jX#* W*X7 !;J )G!j# +:X™*

7JG#j#' +!X'J!;J*™* G#V X%J*G!J* +!X ©X*K™* j? !;J !;j*V “J}J“ X W :X77j!7J#!

©;j:; *JWJ*? !X ?j!‘G!jX# j# ©;j:; %G*!jJ? ©X*K !X'J!;J* !X G:;jJ}J 7‘!‘G“ 'XG“?

Tx#VJ*?X# G#V PG*‘?* mbbs'h v! j? :;G*G:!J*j]JV Y[ G:!j}J %G*!j:j%G!jX# j#

7GKj#' G *J“G!jX#?;j% ©X*Kh gXX%J*G!jX# j? G #G!‘*G“ X‘!:X7J XW !*‘?!EYG?JV

*J“G!jX#?;j%? TyJ**[* mbbb'h w#;G#:J7J#!* !;J WX‘*!; “J}J“ X W *J“G!jX#?;j%

:X77j!7J#!* *JWJ*? !X Y*XGVJ#j#' G#V VJJ%J#j#' *J“G!jX#G“ YX#V? ©j!; !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 53: Jasfar 2001 Mediating Effects of Consumer Trust

nb

X!;J* %G*![* !X j#}J?! j# ?!*J#'!;J#j#' !;J *J“G!jX#?;j% YJ[X#V j!? ?!G!‘?h y‘[j#'

GVVj!jX#G“ ?J*}j:J? W*X7 G :X7%G#[ X* G??j?!j#' !;J Wj*7 ©j!; j!? 7G*KJ!j#' G*J

J♦G7%“J?h g“X?J“[ *J“G!JV !X J#;G#:J7J#! j? *J“G!jX#?;j% jVJ#!j![ X* !;J J♦!J#!

!X ©;j:; X#J %G*![ !;j#K? XW !;J *J“G!jX#?;j% G? G !JG7 T”!G#“J[ G#V -G*K?7G#*

mbba* %h cbcErst'h C;J WjW!; “J}J“ XW *J“G!jX#?;j% :X77j!7J#! j? GV}X:G:[o

:X#:J*#? !;J %G*![$? ©j““j#'#J?? !X YJ G# GV}X:G!J WX* !;J :X7%G#[* !X %*X7X!J

j!* G#V* jW #J:J??G*[* !X VJWJ#V j! W*X7 VJ!*G:!X*? Tg*X?? G#V ”7j!;* mbbc'h C;J

;j';J?! “J}J“ XW *J“G!jX#?;j% :X77j!7J#! j? J7X!jX#G“ X©#J*?;j% XW !;J

:X7%G#[* G# J♦!J#?jX# G#V :X7Yj#G!jX# XW :XX%J*G!jX#* J#;G#:J7J#!* jVJ#!j![*

G#V GV}X:G:[ TyJ**[* mbbb* %h mcu'h ”j7j“G* ©j!; !;j? %*X%X?J* q‘““J*!X# G#V

CG[“X* Tasss* %h n' j# !;Jj* ?!‘V[ j# !©X ?J*}j:J ?J!!j#'?o ;Gj* ?![“j#' G#V G‘!X

*J%Gj* ?J*}j:J? WX‘#V !;G! !;J :X7%X#J#!? XW :X77j!7J#! ;G}J VjWWJ*J#! JWWJ:!?2

X# “X[G“![E*J“G!JV VJ%J#VJ#! }G*jGY“J?h 3;J# :X#?‘7J*? GWWJ:!j}J“[ :X77j!!JV

!X !;Jj* ?J*}j:J %*X}jVJ* !;J[ j#!J#V !X G:! G? GV}X:G!J? WX* !;J ?J*}j:J %*X}jVJ*h

3;J# !;J[ G*J :X#!j#‘G#:J :X77j!!JV !X !;J ?J*}j:J %*X}jVJ** !;J[ G*J

:X#?jVJ*GY“J “J?? “jKJ“[ !X J♦%*J?? GV}X:G:[ j#!J#!jX#?h C;‘?* !;J :X7%X#J#! XW

:X77j!7J#! ;j';“j';!JV j# !;J *J“G!jX#?;j% VJ!J*7j#J? ©;J!;J* X* #X! !;J

:X#?‘7J* J♦%*J??J? G ©j““j#'#J?? !X J#'G'J j# GV}X:G:[h

,©[J** ”;‘*** G#V H; Tmbtp' ?!G!J* !;G! !;J KJ[ Vj?!j#:!jX# XW !;J

:X77j!7J#! %;G?J j? !;G! !;J %G*!jJ? %‘*%X?JW‘““[ J#'G'J *J?X‘*:J? !X 7Gj#!Gj#

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 54: Jasfar 2001 Mediating Effects of Consumer Trust

us

G *J“G!jX#?;j% W‘J“JV Y[ !;J X#E'Xj#' YJ#JWj! G::*‘JV Y[ JG:; %G*!#J*h C;J?J

YJ#JWj! j#:“‘VJ :J*!Gj#![ W*X7 7‘!‘G““[ G#!j:j%G!JV *X“J? G#V 'XG“?* G#V

:X#WjVJ#:J j# J♦:;G#'J JWWJ:!j}J#J?? !;G! :X7J? W*X7 !*‘?!h v#VJJV* YJ:G‘?J

:X77j!7J#! J#!Gj“? }‘“#J*GYj“j![* %G*!jJ? ©j““ ?JJK X#“[ !*‘?!©X*!;[ %G*!#J*?h

-XX*7G#* 4G“!7G#* G#V ,J?;%G#VJ Tmbba' WX‘#V !;G! !*‘?! Y[ 7G*KJ!j#'

*J?JG*:; ‘?J*? j# !;Jj* *J?JG*:; %*X}jVJ*? ?j'#jWj:G#!“[ GWWJ:!JV ‘?J*

:X77j!7J#! !X !;J *J?JG*:; *J“G!jX#?;j%h gX#!j#‘j#'* j# !;Jj* ?!‘V[* -X*'G#

G#V k‘#! Tmbbu* %h au'* ,X#J[ G#V gG##X# mbbp* BG*YG*j#X G#V zX;#?X#*

mbbbo 7Gj#!Gj# !;G! !*‘?! j? G 7G’X* VJ!J*7j#G#! XW :X77j!7J#!h

C*‘?! j? !;J '“‘J !;G! J#GY“J? G :X7%G#[ !X X*'G#j]J G#V ‘?J *J?X‘*:J?

JWWJ:!j}J“[ j# :*JG!j#' GVVJV }G“‘J WX* :X#?‘7J*?h C;J '*JG!J* !;J !*‘?! j# !;J?J

*J“G!jX#?;j%? j?* !;J '*JG!J* !;J :X77j!7J#! !X !;J7 j? TyJ**[* mbbb'h (JJ%j#'

!;J %*X7j?J? j? !;J 'X“VJ# *‘“J !;G! “JGV? !X !*‘?!* ©;j:; j# !‘*#* “JGV? !X 7‘!‘G“

:X77j!7J#! G#V ?!*X#' *J“G!jX#?;j%? TzG# kJ#V*jK 6J!J*?* mbbb'h

6J*:Jj}JV ”J*}j:J "‘G“j![h ,JWj#j!jX# G#V ,j?:‘??jX# X W !;J gX#?!*‘:!

BJ#J*G““[ G ?J*}j:J ;G? YJJ# VJWj#JV G?* $$G#[ G:! X* %J*WX*7G#:J !;G!

X#J %G*![ :G# XWWJ* !X G#X!;J* !;G! j? J??J#!jG““[ j#!G#'jY“J* G#V VXJ? #X! *J?‘“!

j# !;J X©#J*?;j% XW G#[!;j#'™ T(X!“J** mbbp* %h urp'h Q#“jKJ %;[?j:G“ %*XV‘:!?*

?J*}j:J %*XV‘:!? :G##X! YJ ?JJ#* !G?!JV G#V* WJ“!* ;JG*V* X* ?7J““JV YJWX*J !;J[

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 55: Jasfar 2001 Mediating Effects of Consumer Trust

um

G*J YX‘';! T6G*G?‘*G7G#* 4Jj!;G7“ G#V yJ**[* mbt”o )X}J“X:K* mbtm'h

”%J:jWj:G““[* B*X#*XX? Tmbbs* %h ac' VJWj#JV ?J*}j:J G? +G# G:!j}j![ X* ?J*jJ? XW

G:!j}j!jJ? XW 7X*J X* “J?? j#!G#'jY“J #G!‘*J !;G! #X*7G““[* Y‘! #X! #J:J??G*j“[*

!GKJ %“G:J j# j#!J*G:!jX#? YJ!©JJ# !;J :‘?!X7J* G#V ?J*}j:J J7%“X[JJ? G#V i X*

%;[?j:G“ *J?X‘*:J? X* 'XXV? G#V X* ?[?!J7? XW !;J ?J*}j:J %*X}jVJ* ©;j:; G*J

%*X}jVJV G? ?X“‘!jX#? !X :‘?!X7J* %*XY“J7?h™

v#!G#'jYj“j![ G#V ?J*}j:J :X7%“J♦j![ G*J G“?X :X7Yj#JV !X VJ!J*7j#J

;X© :‘?!X7J*? J}G“‘G!J !;J ?J*}j:J? !;J[ Y‘[* G#V :G# %*X}jVJ ?X7J j#?j';!?

j#!X ;X© YJ?! !X 7G*KJ! VjWWJ*J#! ![%J? XW XWWJ*j#'? T4Jj!;G7“* mbtm'h x

#‘7YJ* XW G‘!;X*? ;G}J *J:J#!“[ ?‘%%X*!JV 6G*G?‘*G7G#* 4Jj!;G7“ G#V yJ**[$?

Tmbtt' VJWj#j!jX# XW !;J ?J*}j:J /‘G“j![ :X#?!*‘:! G? GVJ/‘G!J“[ *J%*J?J#!j#' !;J

:X*J XW ©;G! ?J*}j:J /‘G“j![ 7G[ 7JG#* !;G! j?* G :X7%G*j?X# !X J♦:J““J#:J j#

?J*}j:J J#:X‘#!J*? Y[ !;J :‘?!X7J* TCG[“X* G#V g*X#j# mbbu'h v! G%%JG*?

:X#?j?!J#! ©j!; yj!#J* G#V k‘YYJ*! Tmbbu* %h pp' VJWj#j!jX# XW ?J*}j:J /‘G“j![

G?e + C;J :X#?‘7J*$? X}J*G““ j7%*J??jX# XW !;J *J“G!j}J j#WJ*jX*j![i ?‘%J*jX*j![

XW !;J X*'G#j]G!jX# G#V j!? ?J*}j:J?™h

”X7J 7G*KJ!J*? ?‘''J?!JV !;G! !;J ‘#j/‘J *J/‘j*J7J#! XW ?J““j#'

?J*}j:J? *J/‘j*JV !;J 7G#G'J* !X G!!J#V !X !;*JJ GVVj!jX#G“ 6$? TyXX7* G#V

yj!#J** mbtm'h C;J?J G*J E7AER7y EMH:L9=R 7KL57P97y =P5 EGA97::h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 56: Jasfar 2001 Mediating Effects of Consumer Trust

ua

\ 6JX%“Jo 7G#[ ?J*}j:J? *J/‘j*J %J*?X#G“ j#!J*G:!jX#? YJ!©JJ# :‘?!X7J*? G#V

!;J Wj*7$? J7%“X[JJ?* G#V !;J?J j#!J*G:!jX#? ?!*X#'“[ j#W“‘J#:J !;J

:‘?!X7J*$? %J*:J%!jX# XW ?J*}j:J /‘G“j![h H#J$? j7%*J??jX# X W G ;X!J“ G#V

X#J? ©j““j#'#J?? !X *J!‘*#* G*J VJ!J*7j#JV !X G “G*'J J♦!J#! Y[ !;J Y*jJW

J#:X‘#!J*? ©j!; !;J W*X#! VJ?K ?!GWW* YJ““;X%?* ;X‘?JKJJ%j#' ?!GWW*

*J?!G‘*G#! ©Gj!J*?* 7G#[ XW ©;j:; !GKJ %“G:J X‘!?jVJ !;J Vj*J:! :X#!*X“ XW

;X!J“ 7G#G'J7J#! T9‘?!* 4G;X*jK* G#V (Jj#j#';G7* mbbr'h C;J*JWX*J*

7G#G'J7J#! WG:J? G !*J7J#VX‘? :;G““J#'J j# ?J“J:!j#' G#V !*Gj#j#' G““ XW

!;J?J %JX%“J !X VX !;Jj* ’XY? ©J““* G#V* %J*;G%? J}J# 7X*J j7%X*!G#!“[ j#

7X!j}G!j#' !;J7 !X :G*J GYX‘! VXj#' !;Jj* ’XY? G#V !X 7GKJ G# J♦!*G JWWX*!

!X ?J*}J !;Jj* :‘?!X7J*?h

\ 6;[?j:G“ w}jVJ#:Jo

6;[?j:G“ ?‘**X‘#Vj#'? G#V X!;J* %;[?j:G“ :‘J? :G# ;G}J G %*XWX‘#V JWWJ:!

X# !;J j7%*J??jX#? :‘?!X7J*? WX*7 GYX‘! !;J /‘G“j![ XW !;J ?J*}j:J !;J[

*J:Jj}J T-G*[ zX yj!#J** mbbs'h C;J YG:K'*X‘#V 7‘?j:* !;J :X#}J#jJ#:J XW

!;J ?JG!j#'* G#V !;J %;[?j:G“ “G[X‘! XW ?J*}j:J WG:j“j![* :G# '*JG!“[ GWWJ:! G

:‘?!X7J*$? ?G!j?WG:!jX# ©j!; !;J ?J*}j:J J♦%J*jJ#:Jh C;J G%%JG*G#:J X W !;J

?!GWW j#:“‘Vj#' :“X!;J? G#V '*XX7j#'* 7G[ YJ ‘?JV G? j7%X*!G#! :“‘J?h v#

%G*!j:‘“G** G““ %;[?j:G“ J}jVJ#:J 7‘?! YJ VJ?j'#JV !X YJ :X#?j?!J#! ©j!; !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 57: Jasfar 2001 Mediating Effects of Consumer Trust

un

+%J*?X#G“j![™ !;G! !;J Wj*7 ©j?;J? !X %*X’J:! j# !;J 7G*KJ! %“G:J T9‘?!* J!o

G“* mbbp'h

\ 6*X:J?? ”J*}j:J 6*XV‘:!jX#o

yJ:G‘?J :‘?!X7J*? G*J XW!J# j#}X“}JV j# !;J %*XV‘:!jX# X W ?J*}j:J?* !;J

W“X© G#V %*X'*J?? XW !;J %*XV‘:!jX# %*X:J?? j? 7X*J j7%X*!G#! WX* ?J*}j:J?

!;G# WX* 'XXV?h qX* J♦G7%“J G :‘?!X7J* G! G Wj#J *J?!G‘*G#! j? #X! j#!J*J?!JV

7J*J“[ j# !;J J#V *J?‘“!* !;G! j? !;J :J??G!jX# X W ;‘#'J** Y‘! !;J J#!j*J

J♦%J*jJ#:J XW G**j}j#' G! !;J *J?!G‘*G#!* XW YJj#' ?JG!JV* J#’X[j#' !;J

G7YjG#:J* X*VJ*j#'* *J:Jj}j#'* G#V JG!j#' !;J 7JG“ j? 7X*J j7%X*!G#!h C;J

%G:J XW !;J %*X:J?? G#V !;J ?Kj““ X W !;J %*X}jVJ*? G*J YX!; G%%G*J#! !X !;J

:‘?!X7J* G#V W‘#VG7J#!G“ !X ;j? X* ;J* ?G!j?WG:!jX# ©j!; !;J %‘*:;G?Jh

v# ;j? G*!j:“J +”J*}j:J "‘G“j![e C;J ”j♦ g*j!J*jG XW BXXV %J*:Jj}JV

”J*}j:J "‘G“j![™* B*X#*XX? Tmbtt' ;G? j#!J'*G!JV G #‘7YJ* XW ?!‘VjJ? W*X7

}G*jX‘? :X‘#!*jJ? !;G! ;G}J “XXKJV WX* VJ!J*7j#G#!? XW 'XXV? ?J*}j:J /‘G“j![h

-X*J j#!G#'jY“J ?J*}j:J? %X??J?? G '*JG!J* #‘7YJ* XW 7’E7GL7P97 OD=RLFL7:* X*

%*X%J*!jJ? !;G! :G# YJ J}G“‘G!JV X#“[ GW!J* %‘*:;G?j#'h x! !;J J♦!*J7J G*J

:J*!Gj# G!!*jY‘!J? !;G! G Y‘[J* 7G[ #X! YJ GY“J !X J}G“‘G!J J}J# GW!J* %‘*:;G?j#'h

C;J?J G*J ‘?‘G““[ %X??J??JV X#“[ Y[ !J:;#j:G““[ :X7%“J♦* j#!G#'jY“J ?J*}j:J?h

”‘:; G!!*jY‘!J? G*J :G““JV 9G757P97 OD=RLFL7: YJ:G‘?J :‘?!X7J*? 7‘?! YJ“jJ}J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 58: Jasfar 2001 Mediating Effects of Consumer Trust

uu

!;G! !;J %*J?J#:J X W !;J?J /‘G“j!jJ? X# WGj!; YG?JV X# !;J ©X*V X W X!;J*?

T4Jj!;G7“* mbtm'h v# !;J :G?J XW :*JVJ#:J /‘G“j!jJ?* :‘?!X7J* 7G[ ;G}J }J*[

VjWWJ*J#! J}G“‘G!jX# ?!G#VG*V? YJ:G‘?J !;J[ :G##X! JG?j“[ ’‘V'J ?J*}j:J /‘G“j![*

T9‘?!* J!h G“* mbbp'h C;J /‘G“j![ XW ?J*}j:J? ?‘:; G? 7JVj:G“ X%J*G!jX#?* G‘!X

*J%Gj** X* “J'G“ *J%*J?J#!G!jX# 7G[ YJ }J*[ ;G*V WX* G# G}J*G'J %J*?X# !X ’‘V'Jh

v# ?‘:; :G?J* :‘?!X7J*? !J#V !X *J“[ X# :‘J? !;J[ :G# ‘#VJ*?!G#V* J}J# !;X‘';

!;J[ 7G[ ;G}J “j!!“J X* #X!;j#' !X VX ©j!; !;J :X*J ?J*}j:J YJj#' %*X}jVJ*h

yG*#J? G#V g‘7Y[ Tmbbb* %h cEt' j# !;Jj* ?!‘V[ j# gG#GVG G#V v*J“G#V

X# YJ;G“W X W :“jJ#! j# ?J*}j:J j#V‘?!*[ J♦G7j#J? !;J :X#:J%! XW :‘?!X7J* }G“‘J

j# G ?J*}j:J? 7G*KJ!j#' :X#!J♦! ©j!; %G*!j:‘“G* J7%;G?j? X# ;X© :‘?!X7J* }G“‘J

7G[ YJ GVV*J??JV G#V J#;G#:JV j# X*'G#j]G!jX#?h yG*#J? G#V g‘7Y[ ;G}J

jVJ#!jWjJV !J# :X7%X#J#!? %J*:Jj}JV ?J*}j:J }G“‘J !;G! j#W“‘J#:J !;J /‘G“j![ XW

*J“G!jX#?;j% 7G*KJ!j#' j# ?J*}j:J j#V‘?!*jJ?h C;J?J :X7%X#J#!? :G# YJ :“G??jWjJV

G? %J*:Jj}JV :X7%J!J#:J T:;Xj:JEYG?J %J*:Jj}JV* J7%“X[JJEYG?JV %J*:Jj}JV

}G“‘J* J#GY“j#' %J*:Jj}JV }G“‘J'* %J*:Jj}JV WGj*#J?? T%*XV‘:!E%*j:J %J*:Jj}JV

}G“‘J'* %J*:Jj}JV :X77‘#j:G!jX# T?‘*%*j?J %J*:Jj}JV }G“‘J* G::J??E:X#}J#jJ#:J

%J*:Jj}JV }G“‘J* j#WX*7G!jX# %J*:Jj}JV }G“‘J' G#V %J*:Jj}JV *J“G!jX#?;j% }G“‘J

T:X77‘#j![ %J*:Jj}JV }G“‘J* *J“G!jX#?;j% %J*:Jj}JV }G“‘J* G??X:jG!jX#

%J*:Jj}JV }G“‘J'

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 59: Jasfar 2001 Mediating Effects of Consumer Trust

uc

mh 6*XV‘:!E%*j:J %J*:Jj}JV }G“‘J G? :X#?‘7J* %J*:Jj}JV WGj*#J?? T”!J%;J# ”h

CG♦ J! G““* mbbt' j? :;G*G:!J*j]JV Y[ !;J WG:! !;G! ?X7J :‘?!X7J*? ©j““

?©j!:; !X :X7%J!j!X*? “X©J* %*j:J?h C;J[ %J*:Jj}J “j!!“J XW }G“‘J j# ©;G! j?

XWWJ*JV Y[ :X7%J!j#' Wj*7? G#V ;G}J VJ!J*7j#JV !;G! X!;J* :;G*G:!J*j?!j:?

XW !;J ?J*}j:J %*X}jVJ*? G*J #X! ?‘WWj:jJ#!“[ j7%X*!G#! X* G!!*G:!j}J !X

X‘!©Jj'; !;J j7%X*!G#:J !;J[ %“G:J X# %*j:Jh

ah x::J??E:X#}J#jJ#:J %J*:Jj}JV }G“‘J ©G? ?;X©# !X %*X}jVJ GVVJV :‘?!X7J*

}G“‘J j# 7GKj#' j! JG?jJ* WX* :‘?!X7J*? !X VJG“ ©j!; !;J ?J*}j:J %*X}jVJ*h v!

j#:“‘VJ? XY!Gj#j#' G::J?? !X !;J :X7%G#[ G#V j!? J7%“X[JJ? G! :X#}J#jJ#!

!j7J? G#V !;*X‘'; :X#}J#jJ#! :;G##J“?h C;J*J j? G# j#WX*7G!jX#

T:X77‘#j:G!jX#' :X7%X#J#! !X !;j? WX*7 X W }G“‘J G? ©J““* G? :‘?!X7J*? G*J

XW!J# j# #JJV XW :J*!Gj# j#WX*7G!jX# G#V ©j!; !X XY!Gj# j! :X#}J#jJ#!“[h

gX7%G#jJ? :X7%J!J G! !;j? “J}J“ XW YJ#JWj! %*X}j?jX# Y[ J♦!J#Vj#' X%J#j#'

;X‘*? G#V Y[ 7GKj#' j! %X??jY“J WX* :‘?!X7J*? !X :X#!G:! G ?J*}j:J

*J%*J?J#!G!j}J G! G#[ !j7J Y[ !J“J%;X#Jh

nh g;Xj:JEYG?J %J*:Jj}JV }G“‘J XWWJ*JV Y[ ?J*}j:J X*'G#j]G!jX# !X :*JG!J }G“‘J

WX* !;Jj* :‘?!X7J*? 7J*J“[ Y[ 'j}j#' !;J7 G# X%!jX# X* G :;Xj:J j# !;J

?J“J:!jX# G}Gj“GY“J !X !;J7 X* j# ;X© !;J[ G::J?? %*XV‘:!? G#V ?J*}j:J?h y[

%*X}jVj#' G Y*XGVJ* }G*jJ![* !;J :X7%G#[ j? %*X}jVj#' j!? :‘?!X7J*? ©j!; G

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 60: Jasfar 2001 Mediating Effects of Consumer Trust

ur

#‘7YJ* XW X%!jX#? W*X7 ©;j:; !X :;XX?J* *J%*J?J#!j#' G WX*7 XW %*XV‘:!

“j#J J♦!J#?jX# X* XW :;G##J“ Vj}J*?jWj:G!jX#h

uh w7%“X[JJEYG?JV %J*:Jj}JV }G“‘J j? !;J YJ#JWj!? XWjJ*JV Y[ ?J*}j:J

X*'G#j]G!jX#? *J“G!J? !X G 'J#J*G“ “J}J“ XW ?J*}j:J ©;j:; :‘?!X7J*? *J:Jj}J

G? :X7%G#[$? %J*:Jj}JV :X7%J!J#:Jh C;j? ?J*jJ? XW YJ#JWj!? VJG“ ©j!; !;J

}G*jX‘? G?%J:!? XW ?J*}j:J !;G! :‘?!X7J*? #X*7G““[ j#:“‘VJ ‘#VJ* !;Jj* }J*[

'J#J*G“ VJWj#j!jX#* #G7J“[ *J?%X#?J !j7J?* “J#'!; XW ©Gj!j#' “j#J?* ?%JJV XW

?J*}j:J VJ“j}J*[* W*jJ#V“j#J?? G#V :X‘*!J?[h

ch v#WX*7G!jX# %J*:Jj}JV }G“‘J j? !;J YJ#JWj!? !;G! :G# YJ :*JG!JV 7J*J“[ Y[

%*X}jVj#' !;J :‘?!X7J* ©j!; 7X*J j#WX*7G!jX#h C;J %*X}j?jX# XW

j#WX*7G!jX# j? %G*!j:‘“G*“[ j7%X*!G#! j# :X7%G#jJ? ©;X?J ?J*}j:J? G*J

:“X?J“[ *J“G!JV !X !J:;#X“X'[h v! j? G%%G*J#!“[ !;J :G?J !;G! 7G#[ :‘?!X7J*?

VX #X! G%%*J:jG!J G““ XW !;J :G%GYj“j!jJ? XW !;J !J:;#X“X'[EYG?JV ?J*}j:J

:;G##J“? !;G! G*J G! !;Jj* Vj?%X?G“h C;J[ G%%*J:jG!J “JG*#j#' XW #J© G#V

‘?JW‘“ ©G[? !X 7GKJ ‘?J XW !;J !J:;#X“X'[h

rh x??X:jG!jX# %J*:Jj}JV }G“‘Jo YJj#' G??X:jG!JV ©j!; *J“G!jX#?;j% }G“‘J j? !;J

}G“‘J *JWJ*? !X !;J WJJ“j#' !;G! G :‘?!X7J* 'J!? 7J*J“[ Y[ YJj#' G??X:jG!JV

©j!; G ?J*}j:J %*X}jVJ*h v! !J#V? !X YJ G? G??X:jG!JV ©j!; j7G'J }G“‘J T(X!“J*

G#V C‘*#J** mbbt* ,©[J** ”:;‘*** G#V H;* mbtp' j# !;G! G :J*!Gj# G7X‘#! XW

?G!j?WG:!jX# j? VJ*j}JV ?j7%“[ W*X7 YJj#' G??X:jG!JV ©j!; G :J*!Gj# Wj*7h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 61: Jasfar 2001 Mediating Effects of Consumer Trust

up

”X7J :‘?!X7J* J}J# 'X ?X WG* G? !X GV7j! !;G! !;J[ WJJ“ %*jVJ j# YJj#' G

:‘?!X7J* XW G :X7%G#[ ©j!; ©;X7 !;J[ G??X:jG!J %X?j!j}J G!!*jY‘!J? X*

}G“‘J?h C;j? ©G? J?%J:jG““[ !;J :G?J ©;J*J :X7%G#jJ? G*J %J*:Jj}JV !X YJ

'XXV :X*%X*G!J :j!j]J#? X* 7J7YJ*? XW “X#' ?!G#Vj#' j# !;J “X:G“ Y‘?j#J??

:X77‘#j![h

ph w#GY“j#' %J*:Jj}JV }G“‘J* j? !;J YJ#JWj!? XWWJ*JV Y[ !;J Wj*7 !;G! J#GY“J

:‘?!X7J*? !X VX !;j#'? 7X*J JG?j“[ X* 7X*J /‘j:K“[ X* ©;j:; G:!‘G““[ 7GKJ

!;j#'? %X??jY“Jh y[ WX:‘?j#' G!!J#!jX# X# !;J JWWJ:!? XW !;J ‘?J X W !;J ?J*}j:J

*G!;J* !;G# X# !;J ?J*}j:J j!?J“W* G :X7%G#[ :G# G“?X j#:*JG?J !;J YJ#JWj!?h

x# xj*“j#J #X! X#“[ 'J!? j!? %G??J#'J*? W*X7 X#J :j![ !X G#X!;J* ?GWJ“[ G#V

X# !j7J* Y‘! j! G“?X J#GY“J? WG7j“[ *J‘#jX#?h x %G'j#' ?J*}j:J J#GY“J?

%G*J#!? !X K#X© ©;J*J !;Jj* :;j“V*J# G*J G! G““ !j7J?h

th 9J“G!jX#?;j% %J*:Jj}JV }G“‘Jo *JWJ*? !X !;J }G“‘J :*JG!JV ©;J# G Wj*7 7GKJ?

j!? :‘?!X7J*? WJ““ YJ!!J* VJG“j#' ©j!; !;J :X7%G#[h C;j? ![%J XW }G“‘J j? #X!

Vj*J:!“[ *J“G!JV !X !;J %*XV‘:!? G#V ?J*}j:J? XW !;J :X7%G#[ X* !;J %*j:J?

:;G*'JV* Y‘! *G!;J* !X !;J 7X*J ?‘Y!“J G?%J:!? XW !;J j#!J*G:!jX# ©j!;

:‘?!X7J*?h v! *JG““[ *J“G!J? !X G““ XW !;J ©G[? !;G! G :X7%G#[ :G# j#:*JG?J

WJJ“j#' XW :“X?J#J?? G#V X©#J*?;j%h C;j? G“?X :G# YJ G??X:jG!JV ©j!; #X#

J:X#X7j: WG:!X*i :X?! T-X*'G# G#V k‘#!* mbbu'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 62: Jasfar 2001 Mediating Effects of Consumer Trust

ut

bh ”‘*%*j?J %J*:Jj}JV }G“‘J* !;J Kj#V XW YJ#JWj!? !;G! :X7J W*X7 ?‘*%*j?j#' !;J

:‘?!X7J* ©j!; 'XXV #J©? X* ©j!; ?%J:jG“ !*JG!7J#!h v! j? !;J + 3H3 WG:!X*™

j# }G“‘J :*JG!jX# G#V :X‘“V YJ G??X:jG!JV ©j!; :X7%G#[$? %J*:Jj}JV

:X77‘#j:G!jX# TyG*#J? G#V g‘7Y[* mbbbh /'p'h -G#[ :‘?!X7J*? G*J

%“JG?G#!“[ ?‘*%*j?JV ©;J# !;J[ *J:Jj}J G :G““ j#WX*7j#' !;J7 XW G ?G“J #J♦!

©JJKh C;J[ G*J ?j7j“G*“[ j7%*J??JV ©;J# G# J7%“X[JJ 'XJ? X‘! XW ;j? X*

;J* ©G[ !X ?X“}J G %*XY“J7 X* !X XY!Gj# j#WX*7G!jX#h

msh gX77‘#j![ %J*:Jj}JV }G“‘J G? %J*:Jj}JV *J“G!jX#?;j% }G“‘J j? !;J ![%J XW

YJ#JWj! *JWJ*? !X !;J :X#!*jY‘!jX# !;G! G :X7%G#[ 7GKJ? !X !;J :X77‘#j!jJ?

j# ©;j:; j! X%J*G!J?h v! j? !;J YJ#JWj! :*JG!JV j#Vj*J:!“[ !;*X‘'; VX#G!jX#?

G#V ?%X#?X*?;j%? G#V !;*X‘'; !;J WG:! !;G! !;J :X7%G#[ J7%“X[? “G*'J

#‘7YJ*? XW %JX%“Jh C;j? *J%*J?J#!? }G“‘J :*JG!JV #X! !;*X‘'; Vj*J:! :X#!G:!

©j!; :‘?!X7J*? X* !;*X‘'; :G**[j#' X# !;J :X7%G#[$? :X*J Y‘?j#J??* Y‘!

*G!;J* !;*X‘'; G“!*‘j?!j: G#V :;G*j!GY“J G:!j}j!jJ?h g‘?!X7J* ©j““ :;XX?J !X

VX Y‘?j#J?? ©j!; ?‘:; G Wj*7 YJ:G‘?J XW ©;G! j! j? 'j}j#' YG:K !X !;J

:X77‘#j![h

C;J x#!J:JVJ#!? XWC*‘?! G#V gX77j!7J#!

-X*'G# G#V k‘#! Tmbbu' G*'‘JV !;G! !*‘?! G#V :X77j!7J#! G*J :J#!*G“*

KJ[ 7JVjG!j#' :X#?!*‘:!? j# *J“G!jX#?;j% 7G*KJ!j#'h yX!; J♦%“Gj# !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 63: Jasfar 2001 Mediating Effects of Consumer Trust

ub

*J“G!jX#?;j% YJ!©JJ# G #‘7YJ* XW G#!J:JVJ#!? T?;G*J }G“‘J?* :X77‘#j:G!jX#*

*J“G!jX#?;j% YJ#JWj!?* ?©j!:;j#' :X?!' G#V G #‘7YJ* XW *J“G!jX#?;j%

:X#?J/‘J#:J? T*J!J#!jX#* *J“G!jX#?;j% J#;G#:J7J#!* :XX%J*G!j}J#J??*

GV}X:G:['h ”J*}j:J /‘G“j![ j#:“‘VJ? j??‘J? XW *J“jGYj“j![* *J?%X#?j}J#J??* G#V

G??‘*G#:J T6G*G?‘*G7G#* 4J!;G7“ G#V yJ**[* mbtt' ©;j:; G*J :X#:J%!‘G““[

?j7j“G* !X !;J :X#?!*‘:!? ©;j:; -X*'G# G#V k‘#! Tmbbu' jVJ#!jW[ G? G#!J:JVJ#!?

XW :X77j!7J#! Tq‘““J*!X# G#V CG[“X** asss* %h b'h

C;J !J# :X7%X#J#!? XW %J*:Jj}JV ?J*}j:J /‘G“j![ %*X%X?J Y[ yG*#J? G#V

g‘7Y[ Tmbbb' :G# YJ :“G??jWjJV j#!X WX‘* '*X‘%?e E7G97LK75 9ASE7F7P97:

T:;Xj:JEYG?J %J*:Jj}JV }G“‘Jo J7%“X[JJEYG?JV %J*:Jj}JV }G“‘Jo J#GY“j#'

%J*:Jj}JV }G“‘Jo *J“G!jX#?;j% %J*:Jj}JV }G“‘J'o E7G97LK75 •=LGP7:: T%*XV‘:!E

%*j:J %J*:Jj}JV }G“‘Jo G::J??E:X#}J#jJ#:J %J*:Jj}JV }G“‘Jo E7G97LK75

9ASSDPL9=FLAP Tj#WX*7G!jX# %J*:Jj}JV }G“‘Jo ?‘*%*j?J %J*:Jj}JV }G“‘J'o

G7R=FLAP:MLE K=RD7 TG??X:jG!jX# %J*:Jj}JV }G“‘J* :X77‘#j![ %J*:Jj}JV }G“‘J'h

6J*:Jj}JV gX7%J!J#:J

”7j!; G#V yG*:“G[ Tmbbp' Y*XGV“[ ?‘%%X*! G !;*JJEVj7J#?jX#G“

:X#:J%!‘G“j]G!jX# X W !*‘?!©X*!;j#J??e :;G*G:!J** *X“J :X7%J!J#:J* G#V ’‘V'7J#!h

3;J*JG?* j# G ?!‘V[ j#}J?!j'G!j#' !;J ‘?J XW 7G*KJ!j#' *J?JG*:; ?J*}j:J?*

-XX*7G#* ,J?;%G#VJ* G#V 4G“!7G# Tmbbn' WX‘#V *J?JG*:;J* J♦%J*!j?J !X YJ G

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 64: Jasfar 2001 Mediating Effects of Consumer Trust

_3

?j'#jWj:G#! WG:!X* j# G :“jJ#!?$ !*‘?!h ”j7j“G*“[* g*X?Y[* w}G#? G#V gX©“J?

Tmbbs' ?;X© !;J %J*:Jj}JV :X7%J!J#:J XW j#?‘*G#:J ?G“J?%JX%“J !X YJ G

?j'#jWj:G#! %*JVj:!X* X W :‘?!X7J* !*‘?!h ,X#J[ G#V gG##X# Tmbbp' WX‘#V G

?j7j“G* *J“G!jX#?;j% j# G ?!‘V[ XW j#V‘?!*jG“ Y‘[J*?$ !*‘?! XW ?‘%%“jJ* Wj*7? G#V

!;Jj* ?G“J?%JX%“Jh zX]JJ )G%jJ**J Tmbbr'* j# G ?!‘V[ XW !J“J:X77‘#j:G!jX#

#J!©X*K* ?G“J? G#V *J%Gj*?* WX‘#V !;G! !;J *J“jGYj“j![ G#V !*‘?!©X*!;j#J??

Vj7J#?jX# j? !;J X#J !;G! j? G“©G[? !;J 7X?! j7%X*!G#! G? !;J G#!J:JVJ#! XW !*‘?!

x :X7%G#[$? :‘?!X7J*? *JG“j]J !;G! !;J ?J*}j:J %*X}jVJ** j!? J7%“X[JJ?* j!?

X%J*G!jX#G“ ?[?!J7 G#V %;[?j:G“ *J?X‘*:J? ;G}J !;J K#X©“JV'J G#V ?Kj““?

*J/‘j*JV !X ?X“}J !;Jj* %*XY“J7? j# G %*XWJ??jX#G“ ©G[ TyGYGK‘?* wh* G#V Bh3h

yXj“J** mbba'h ”%J:jWj:G““[ ©j!; *J'G*V !X !;J ?G“J? G#V *J%Gj* ?J*}j:J?*

:X7%J!J#:J 7JG#? K#X© ;X© X* j# X!;J* ©X*V?* !;J J7%“X[JJ?$ K#X©“JV'J G#V

?Kj““? i CJ:;#j:G“ /‘G“j![ TzX]JJ )G%jJ**J* mbbr* %h cs'h C*‘?! YG?JV X# G

%G*!#J* J♦%J*!j?J G#V *J“jGYj“j![ WX:‘?J? X# !;J XY’J:!j}J :*JVjYj“j![ XW G#

J♦:;G#'J %G*!#J*e G# J♦%J:!G#:[ ;J“V Y[ G# j#Vj}jV‘G“ !;G! !;J %G*!#J*$? ©X*V

X* ©*j!!J# ?!G!J7J#! :G# YJ *J“jJV X# T)j#V?KX“V* mbpt'h v# ;j? 7XVJ“ XW !*‘?!

YG?JV *J“G!jX#?;j%?* yJ**[ Tmbbb* %h mar' %*X%X?JV !;J :X7%G#[$? j7G'J XW

:X7%J!J#:J :X#!*jY‘!J? Vj*J:!“[ !X G ?J#?J X W !*‘?! G? !;J WX‘#VG!jX# XW

:‘?!X7J* *J“G!jX#?;j%?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 65: Jasfar 2001 Mediating Effects of Consumer Trust

cm

”J*}j:J :X7%J!J#:J G“?X GWWJ:!? !;J !*‘?! YJ!©JJ# J7%“X[JJ? G#V !;Jj*

%G*!#J* j# G :X7%G#[ TyJ**[* mbbb'h q*X#!“j#J ?J*}j:J J7%“X[JJ? ?%G# !;J

YX‘#VG*[ YJ!©JJ# !;J :X7%G#[ G#V j!? :‘?!X7J*?h C;J[ YJG* !;J :‘?!X7J*?$

Vj?G%%Xj#!7J#! X* ©*G!; ©;J# !;J ?J*}j:J WGj“?h C;J[ ;G}J !X ?X“}J !;J %*XY“J7

J}J# ©;J# ?X7JX#J J“?J j# !;J :X7%G#[ :G‘?J? j!* G? j? XW!J# !;J :G?Jh C;J

?J*}j:J %*X}jVJ*$? *JG“j![ j? !;G! ©X*Kj#' WX* G :X7%J!J#! :X7%G#[ j? JG?jJ* G#V

7X*J ?G!j?W[j#' !;G# ©X*Kj#' WX* G# j#:X7%J!J#! X#Jh

6J*:Jj}JV qGj*#J??

6J*:Jj}JV J/‘j![ :G# YJ?! YJ VJWj#JV G? G YJ“jJW GYX‘! !;J WGj*#J?? XW G#

J♦:;G#'J *J“G!jX#?;j%. w/‘j![ !;JX*[ :G# !;J# YJ }jJ©JV G? G# G!!J7%! !X

?%J:jW[ !;J VJ!J*7j#G#!? XW !;J YJ“jJW !;G! G *J“G!jX#?;j% j? WGj* X* ‘#WGj* Tx’]J#*

mbta* %h mrc'h C;J :X#:J%! X W J/‘j![ G? G WG:!X* j# 9J“G!jX#?;j% -G*KJ!j#' Wj*?!

G%%JG*JV j# G Vj?:‘??jX# XW !;J J!;j:G“ G#V “J'G“ WX‘#VG!jX#? X W *J“G!jX#G“

7G*KJ! J♦:;G#'J TB‘#V“G:; G#V -‘*%;[* mbbn'h v# !;j? G*!j:“J* !;J G‘!;X*

VJWj#JV J/‘j![ }J*[ ?j7%“[e G? WGj*#J??h )“X[V Tasss* %h mu 8/‘X!JV W*X7 G

?!G#VG*V :X““J'J Vj:!jX#G*[5' VJWj#JV J/‘j![ G? !;J /‘G“j![ ?!G!J* X* jVJG“ XW

YJj#' ’‘?!* WGj** G#V j7%G*!jG“* VJ#X!j#' j# Y‘?j#J??* G WGj* !*GVJ X* G WGj*

J♦:;G#'J XW }G“‘J YJ!©JJ# Y‘[J* G#V ?J““J*h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 66: Jasfar 2001 Mediating Effects of Consumer Trust

ca

6J*:Jj}JV WGj*#J?? j? G# j#Vj}jV‘G“$? %J*:J%!jX# X W !;J VJ'*JJ XW ’‘?!j:J

j# G Wj*7$? YJ;G}jX* G#V j#}X“}J? !;J %*X%*jJ![ XW VJ:j?jX#? TCG♦* y*X©# G#V

g;G#V*G?;JKG*G#* mbbt* %h ra'h x !;*JJEVj7J#?jX#G“ }jJ© XW !;J :X#:J%! ;G?

J}X“}JV X}J* !j7J !X j#:“‘VJ Vj?!*jY‘!j}J ’‘?!j:J* %*X:JV‘*G“ ’‘?!j:J* G#V

j#!J*G:!jX#G“ ’‘?!j:Jh

C;JX*jJ? X W Vj?!*jY‘!j}J ’‘?!j:J WX:‘? X# !;J G““X:G!jX# XW YJ#JWj!? G#V

:X?!? T,J‘!?:;* mbtc'h C;J?J ’‘?!j:J :G!J'X*jJ? TJ/‘j![* J/‘G“j![* #JJV*

:X#?j?!J#:[* YjG? ?‘%%*J??jX#* G::‘*G:[* :X**J:!GYj“j![* *J%*J?J#!G!j}J?* G#V

J!;j:G“j!['* *J“G!J !X !;J WGj*#J?? %J*:J%!jX# X W :‘?!X7J*?* J7%“X[JJ?* G#V

%G*!#J*? TyJ**[* mbbb'h 3;J# WGj*#J?? YJ:X7J G# j??‘J* j#Vj}jV‘G“? XW!J# *JG:!

j# G# j77JVjG!J* j#!J#?J* G#V J#V‘*j#' ©G[h H#J %J*:Jj}JV G:! XW ‘#WGj*#J??

:G# YJ ?X Vj?!j#:!j}J G#V 7J7X*GY“J !;G! j! G#:;X*? G !*‘?!EYG?JV *J“G!jX#?;j%

WX* [JG*?h 6*X:JV‘*G“ ’‘?!j:JEVJWj#JV G? !;J %J*:Jj}JV WGj*#J?? XW !;J 7JG#? Y[

©;j:; !;J J#V? G*J G::X7%“j?;JV T)j#V G#V C[“J** mbbt'h qj}J J“J7J#!? XW

%*X:JV‘*G“ ’‘?!j:J jVJ#!jWjJV j# !;J “J'G“* 7G*KJ!j#'* %?[:;X“X'[* G#V

X*'G#j]G!jX#G“ “j!J*G!‘*J G%%JG* *J“J}G#! %G*!j:‘“G*“[ !X :X7%“Gj#! J}G“‘G!jX#h

v#!J*G:!jX#G“ ’‘?!j:J* *JWJ*? Y*XGV“[ !X !;J WGj*#J?? XW !;J j#!J*%J*?X#G“ !*JG!7J#!

%JX%“J *J:Jj}J V‘*j#' !;J J#G:!7J#! XW %*X:JV‘*J? TyjJ? G#V ”;G%j*X* mbtpo

Bj““j“G#V* mbbn'h C;J j#:“‘?jX# XW j#!J*G:!jX#G“ WG:!X*? ;J“%? J♦%“Gj# ©;[ ?X7J

%JX%“J 7j';! WJJ“ ‘#WGj*“[ !*JG!JV J}J# !;*X‘'; !;J[ ©X‘“V :;G*G:!J*j]J !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 67: Jasfar 2001 Mediating Effects of Consumer Trust

cn

VJ:j?jX#E7GKj#' %*X:JV‘*J G#V X‘!:X7J G? WGj* TyjJ? G#V ”;G%j*X* mbtp'h

9J?JG*:; j# 7G*KJ!j#' X*'G#j]G!jX#G“ YJ;G}jX* G#V ?X:jG“ %?[:;X“X'[ %*X}jVJ?

j#?j';! j#!X Wj}J %X!J#!jG““[ j7%X*!G#! j#!J*G:!jX#G“ J“J7J#!? TJ♦%“G#G!jX#i:G‘?G“

G::X‘#!* ;X#J?![* %X“j!J#J??* JWWX*!* G#V J7%G!;['h

”j7j“G* ©j!; !;j? Wj#Vj#'* j# ;J* G*!j:“J +CX©G*V Q#VJ*?!G#Vj#'

9J“G!jX#?;j% -G*KJ!j#' W*X7 gX#?‘7J*? 6J*?%J:!j}J™* )“X[V Tasss* %h mp'

%*X%X?JV !;G! :X#?‘7J*? ©;X %J*:Jj}JV !;Jj* j#j!jG“ j#!J*G:!jX#? ©j!; !;J

:X7%G#[ TX* X#J XW j!? J#!j!jJ?' G? 7X?! J/‘j!GY“J G#V ©;X WJJ“ G ?!*X#' ?J“WE

:X##J:!jX# ©j!; !;J %*XV‘:!? %‘*:;G?JV G*J 7X?! “jKJ“[ !X WX*7 G 7G*KJ!j#'

*J“G!jX#?;j% ©j!; !;G! :X7%G#[ TX* J#!j!['h C;J?J :X#?‘7J*? ©j““ ;G}J G ;j';

“J}J“ XW ?G!j?WG:!jX# ©j!; !;J %‘*:;G?J G#V :X#?‘7%!jX# J♦%J*jJ#:Jh C;J[ G*J

“jKJ“[ !X ;G}J G %X?j!j}J G!!j!‘VJ !X©G*V W‘!‘*J 9J“G!jX#?;j% -G*KJ!j#' JWWX*!?h

v# !J*7? XW !;J !j7J Vj7J#?jX#* ?j#:J 7G*KJ!j#' *J“G!jX#?;j%? G*J

X#'Xj#'* WGj*#J?? #JJV #X! J}G“‘G!JV j77JVjG!J“[* Y‘! 7G[ YJ J}G“‘G!JV X}J*

“J#'!;jJ* !j7J %J*jXV? !X X::‘* GW!J* !;j? *J“G!jX#?;j% j? J?!GY“j?;JV G#V !X

*JW“J:! !;J WG:! !;G! !;J *J“G!jX#?;j% j? VJJ%J#j#'h C;‘?* j! j? G??X:jG!JV ©j!; !;J

WJJVYG:K }G*jGY“J? XW !*‘?! G#V :X77j!7J#! T”‘?G# -h )“X[V* asss* %h mc'h v#

!;J ?G7J 7JG#j#'* yJ**[ Tmbbb* %h mar' j# ;j? 7XVJ“ XW !*‘?! YG?JV *J“G!jX#?;j%?

%*X%X?JV !;G! !;J :X7%G#[$? WGj*#J?? :X#!*jY‘!J? Vj*J:!“[ !X G ?J#?J XW !*‘?! G?

!;J WX‘#VG!jX# XW :‘?!X7J* *J“G!jX#?;j%?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 68: Jasfar 2001 Mediating Effects of Consumer Trust

cu

gX77‘#j:G!jX#

v#WX*7G!jX# %J*:Jj}JV }G“‘J j? YJ#JWj!? !;G! :G# YJ :*JG!JV 7J*J“[ Y[

%*X}jVj#' !;J :‘?!X7J* ©j!; 7X*J j#WX*7G!jX#h C;J %*X}j?jX# XW j#WX*7G!jX# j?

%G*!j:‘“G*“[ j7%X*!G#! j# :X7%G#jJ? ©;X?J ?J*}j:J? G*J :“X?J“[ *J“G!JV !X

!J:;#X“X'[h v! j? G%%G*J#!“[ !;J :G?J !;G! 7G#[ :‘?!X7J*? VX #X! G%%*J:jG!J G““

XW !;J :G%GYj“j!jJ? XW !;J !J:;#X“X'[EYG?JV ?J*}j:J :;G##J“? !;G! G*J !;Jj*

Vj?%X?G“h C;J[ G%%*J:jG!J “JG*#j#' X W #J© G#V ‘?JW‘“ ©G[? !X 7GKJ ‘?J XW

!J:;#X“X'[ TyG*#J? G#V g‘7Y[* mbbb'h B*X#*XX? Tmbbs* %h mcc' VJ?:*jYJV !;G!

:X77‘#j:G!jX# YJ!©JJ# ?J*}j:J %*X}jVJ* G#V ;j?i;J* :“jJ#! ©G? G“?X G# j#!J'*G“

%G*! XW !;J j#!J*G:!j}J 7G*KJ!j#' W‘#:!jX#h 3;G! J7%“X[JJ?$ ?G[* ;X© !;J[ ?G[

j!* ;X© !;J[ YJ;G}J* ;X© ?J*}j:J X‘!“J!?* 7G:;j#J? G#V X!;J* %;[?j:G“ *J?X‘*:J

“XXK* G#V ;X© !;J[ W‘#:!jX# :X77‘#j:G!J ?X7J!;j#' !X !;J :‘?!X7J*?h C;J

:X77‘#j:G!jX# JWWJ:! 7G[ YJ %X?j!j}J* ?‘:; G? +!;J[ *JG““[ :G*J WX* 7J ;J*J*

!;J[ ;G}J 7XVJ7 G#V JWWj:jJ#! J/‘j%7J#!™* X* +!;J[ G*J #j:J“[ V*J??JV™h v!

7G[ G“?X* XW :X‘*?J* YJ “J?? WG}X*GY“J* ?‘:; G? +;X© *‘VJ !;Jj* %JX%“J G*J +* X*

+ ;X© :G# j! G“©G[? !GKJ ?X “X#' !X 'J! !;j#'? ;J*J™h ,‘#:G# G#V -X*jG*!j

Tmbbt* %h a' WX‘#V !;G! !;J *J?‘“! XW :X77‘#j:G!jX# ©G? !;G! G ;j';J*

%J*:J#!G'J XW :‘?!X7J*? ©J*J *J!Gj#JV* G#V !;Jj* }G“‘J j#:*JG?JVh -G#[

:‘?!X7J*? G*J %“JG?G#!“[ ?‘*%*j?JV ©;J# !;J[ *J:Jj}J G :G““ j#WX*7j#' !;J7 XW G

?G“J #J♦! ©JJKh v! j? !;J + 3H3 ™ WG:!X* j# }G“‘J :*JG!jX# !;J Kj#V XW YJ#JWj!?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 69: Jasfar 2001 Mediating Effects of Consumer Trust

cc

!;G! :X7J W*X7 ?‘*%*j?j#' !;J :‘?!X7J* ©j!; 'XXV #J©? X* ©j!; ?%J:jG“

!*JG!7J#! TyG*#J? G#V g‘7Y[* mbbb* /' p'h x#VJ*?X# G#V PG*‘? Tmbbs' VJWj#JV

:X77‘#j:G!jX# G? + !;J WX*7G“ G? ©J““ G? j#WX*7G“ ?;G*j#' X W 7JG#j#'W‘“ G#V

!j7J“[ j#WX*7G!jX# YJ!©JJ# Wj*7?™h C;J[ ?!*J??JV !;G! %G?! :X77‘#j:G!jX# j?

G#!J:JVJ#! XW !*‘?!* Y‘! ?‘Y?J/‘J#! %J*jXV? !;j? G::‘7‘“G!jX# XW !*‘?! “JGV? !X

YJ!!J* :X77‘#j:G!jX#h -X*'G# G#V k‘#! Tmbbu* %h ac' %X?j!JV !;G! G %G*!#J*$?

%J*:J%!jX# !;G! %G?! :X77‘#j:G!jX# W*X7 G#X!;J* %G*![ ;G}J YJJ# W*J/‘J#! G#V

XW ;j'; /‘G“j![E!;G! j?* *J“J}G#!* !j7J“[* G#V *J“jGY“JE!;j? ©j““ *J?‘“! j# '*JG!J*

!*‘?!h x#VJ*?X# G#V 3Jj!] Tmbtb* %h nas'* G“?X Wj#V !;G! :X77‘#j:G!jX# ©G?

%X?j!j}J“[ *J“G!JV !X !*‘?!h C;J[ ?!G!J? !;G! 7‘!‘G“ !*‘?! XW G *J“G!jX#?;j% j? j#

!‘*# ?!*X#'“[ j#W“‘J#:JV Y[ !;J “J}J“ XW :X77‘#j:G!jX#? j# !;J V[GVh C;‘?*

:X77‘#j:G!jX#* ©;j“J j! VXJ? #X! G%%JG* !X ;G}J G Vj*J:! j7%G:! X# !;J

:X#!j#‘j![ XW !;J *J“G!jX#?;j%* j? :*j!j:G“ !X Y‘j“V !;J !*‘?!j#' *J“G!jX#?;j%? !;G! j#

!‘*# :*JG!JV ?!GYj“j![h ”%J:jWj:G““[* -X;* G#V PJ}j# Tmbbs* %h uaEun' %*X%X?JV

!;J *J“G!jX#?;j% YJ!©JJ# !;J ![%J XW :X77‘#j:G!jX# G#V !;J “J}J“ XW !*‘?! G?

WX““X©?e

gX77‘#j:G!jX# ©j!; ;j';J* W*J/‘J#:[ G#V 7X*J Vj*J:!jX#G“ W“X©?* j#WX*7G“ 7XVJ?* G#V j#Vj*J:! :X#!J#! j? ‘?JV j# G :;G##J“ ©j!; !;J ;j'; VJ'*JJ XW !*‘?!h v# :X#!*G?!* :X77‘#j:G!jX# ©j!; “X©J* W*J/‘J#:[ G#V 7X*J #X#EVj*J:!jX#G“ W“X©?* WX*7G“ 7XVJ?* G#V Vj*J:! :X#!J#! j? ‘?JV j# :“j7G!J? “X©J* j# !*‘?! G#V 7‘!‘G“ ?‘%%X*!j}J#J??h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 70: Jasfar 2001 Mediating Effects of Consumer Trust

cr

9J“G!jX#?;j% LG“‘J

9J“G!jX#?;j% %J*:Jj}JV }G“‘J* *JWJ*? !X !;J }G“‘J :*JG!JV ©;J# G Wj*7

7GKJ? j!? :‘?!X7J*? WJ““ YJ!!J* VJG“j#' ©j!; !;J :X7%G#[ TyG*#J?? G#V g‘7Y[*

mbbb* %h cEt'h C;j? ![%J XW }G“‘J j? #X! Vj*J:!“[ *J“G!JV !X !;J %*XV‘:!? G#V

?J*}j:J? XW !;J :X7%G#[ X* !;J %*j:J? :;G*'JV* Y‘! *G!;J* !X !;J 7X*J ?‘Y!“J

G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h v! *JG““[ *J“G!J? !X G““ X W !;J ©G[? !;G!

G :X7%G#[ :G# j#:*JG?J WJJ“j#' XW :“X?J#J?? G#V X©#J*?;j%* j#:“‘VJV :X#?‘7J*

!*‘?! G#V :‘?!X7J* ?G!j?WG:!jX# TyG*#J? G#V g‘7#[* mbbb' G#V *J“G!jX#?;j%

:X77j!7J#! T-X*'G# G#V k‘#!* mbbu'h C;J Wj*?! :*j!J*jX# X W :X77j!7J#! j?

!;G! !;J %G*!jJ? %*X}jVJ *J“G!j}J“[ ;j'; “J}J“? XW j#%‘!? !X !;J G??X:jG!jX#* !;G!

j#:“‘VJ ?j'#jWj:G#! J:X#X7j:* :X77‘#j:G!jX#* G#V i X* J7X!jX#G“ *J?X‘*:J?

T#X#EJ:X#X7j: *J?X‘*:J?'h PX# J:X#X7j: WG:!X*? X* *J“G!jX#G“ ?X:jG“ #X*7? G*J

VJWj#JV G? ?;G*JV J♦%J:!G!jX#? *J'G*Vj#' YJ;G}jX* J}X“}J j# J♦:;G#'J ©;J#

%G*!jJ? :X#!J7%“G!J Yj“G!J*G““[ :X77j!!JV ?!*G!J'jJ? G#V 'XG“? j# “X#'E!J*7

X*jJ#!G!jX# T-G:#Jj“* mbtr'h C;J?J #X*7? j#:“‘VJ !;J J♦!J#! !X ©;j:; ‘#j![ X*

WJ““X©?;j% G*j?j#' W*X7 :X77X# *J?%X#?jYj“j!jJ? G#V j#!J*J?! VX7j#G!J? !;J

*J“G!jX#?;j% TjhJh* ?X“jVG*j!['* !;J VJ'*JJ !X ©;j:; 7X#j!X*j#' XW j#Vj}jV‘G“

!*G#?G:!jX#? j? !J7%J*JV Y[ !*‘?! TjhJh* 7‘!‘G““['* G#V !;J J♦!J#V !X ©;j:;

:X#W“j:! *J?X“‘!jX# j? !J7%J*JV ©j!; ?j!‘G!jX# G%%*Gj?G“ G#V :X7%*X7j?J TjhJh*

;G*7X#j]G!jX# XW :X#W“j:!' 9J“G!jX#G“ ?X:jG“ #X*7? X W 'X}J*#G#:J !J#V !X

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 71: Jasfar 2001 Mediating Effects of Consumer Trust

cp

*Jj#WX*:J :X77j!7J#! G#V !;‘? G*J %X?j!j}J“[ *J“G!JV !X “X#' !J*7 :X77j!7J#!

j#!J#!jX#? TB‘#V“G:;* x:;*X“ G#V -J#!]J** mbbc* %htm'h C;J[ G*'‘J !;G!

:*JVjY“J :X77j!7J#!? XW ?%J:jG“j]JV *J?X‘*:J? %*X}jVJ G# j7%J!‘? WX*

VJ}J“X%7J#! XW *J“G!jX#G“ ?X:jG“ #X*7?h g*JVjY“J ?J“WEj#!J*J?! ?!GKJ? Y[ YX!;

%G*!jJ? J?!GY“j?; !;J WX‘#VG!jX# WX* 7‘!‘G“j![ G#V :XX%J*G!jX#* ©;j:; G*J KJ[

J“J7J#!? X W ?X:jG“ #X*7? 'X}J*#G#:Jh ”j7j“G*“[* -X*'G# G#V k‘#! Tmbbu* %h na'

?‘''J?!JV !;G! *J“G!jX#?;j% }G“‘J* ?‘:; G? ?X:jX%?[:;X“X'j:G“ :X?!? ?‘:; G?

©X**[ G#V %J*:Jj}JV “X?? XW WG:J :G# G“?X :X#!*jY‘!J !X !;J VJ}J“X%7J#! XW

*J“G!jX#?;j% :X77j!7J#!* j#:“‘Vj#' J♦:;G#'J JWWj:jJ#:[* G#V ?X:jG“ ?G!j?WG:!jX#

W*X7 !;J G??X:jG!jX# T,©J** ”;‘** G#V H;;* %h mu'h ”j7j“G*“[* yG7J?? G#V

g‘7Y[ Tmbbb' VJWj#JV G??X:jG!jX# %J*:Jj}JV }G“‘J G? !;J }G“‘J *JWJ*? !X !;J

WJJ“j#' !;G! G :‘?!X7J* 'J!? 7J*J“[ Y[ YJj#' G??X:jG!JV ©j!; j7G'J }G“‘Jh ”X7J

:‘?!X7J*? J}J# 'X ?X WG* G? !X GV7j! !;G! !;J[ WJJ“ %*jVJ j# YJj#' G :‘?!X7J* XW

G :X7%G#[ ©j!; ©;X7 !;J[ G??X:jG!J %X?j!j}J G!!*jY‘!J X* }G“‘Jh

gX#?‘7J* yJ;G}jX*G“ v#!J#!jX#? G? G# H‘!:X7J XW 9J“G!jX#?;j% -G*KJ!j#'

wWWJ:!j}J *J“G!jX#?;j% 7G*KJ!j#' ©j““ “JGV !X G '*JG!J* :‘?!X7J* “X[G“!jJ?

T(X!“J** mbbt' G#V ©j““ “JGV !X YJ;G}jX*G“ :X#?J/‘J#:J? G#V j!? :X#?J/‘J#:J? !X

:X7%G#[$? Wj#G#:jG“ T4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#* mbbr'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 72: Jasfar 2001 Mediating Effects of Consumer Trust

ct

4Jj!;G7“* yJ**[* G#V 6G*G?‘*G7G# Tmbbr'* J7%;G?j]J? !;J j7%X*!G#:J XW

7JG?‘*j#' W‘!‘*J j#!J#!jX#? X W G :‘?!X7J* YJ;G}jX* !X G??J?? !;Jj* %X!J#!jG“ !X

*J7Gj# ©j!; X* “JG}J !;J X*'G#j]G!jX# G#V j!? :X#?J/‘J#:J? ©j!; *J'G*V? !X !;J

:X7%G#[$? Wj#G#:J?h qG}X*GY“J YJ;G}jX*G“ j#!J#!jX#? G*J YJ;G}jX* ?j'#G“? !;G!

?‘''J?! G :‘?!X7J* j? WX*'j#' G YX#V ©j!; G :X7%G#[h 3;J# :‘?!X7J*? %*Gj?J

!;J Wj*7* J♦%*J?? %*JWJ*J#:J WX* !;J :X7%G#[ X}J* X!;J*?* j#:*JG?J !;J }X“‘7J

XW !;Jj* %‘*:;G?J? X* G'*JJGY“[ %G[ G %*j:J %*J7j‘7* !;J[ G*J j#Vj:G!j#'

YJ;G}jX*G““[ !;G! !;J[ G*J YX#Vj#' ©j!; !;J :X7%G#[h Q#WG}X*GY“J YJ;G}jX*G“

j#!J#!jX#? G*J :X#?‘7J*$? YJ;G}jX* ?j'#G“j#' !;J[ G*J %Xj?JV !X “JG}J !;J

:X7%G#[ X* ?%J#V “J?? ©j!; !;J :X7%G#[h C;J?J YJ;G}jX*? j#:“‘VJ :X7%“Gj#j#'

G#V VJ:*JG?J j# !;J G7X‘#! XW Y‘?j#J?? G :‘?!X7J* VXJ? ©j!; !;J :X7%G#[h

x::X*Vj#' !X 4Jj!;G7“* yJ**[* G#V 6G*G?‘*G7G# Tmbbr'* G! !;J “J}J“ XW

j#Vj}jV‘G“ :‘?!X7J** ?J*}j:J /‘G“j![ G#V YJ;G}jX*G“ j#!J#!jX#? G*J *J“G!JV G#V*

!;‘?* !;G! ?J*}j:J /‘G“j![ G? G VJ!J*7j#G#! XW ©;J!;J* G :‘?!X7J* ‘“!j7G!J“[

*J7Gj#? ©j!; X* VJWJ:!? W*X7 G :X7%G#[h 3;J# ?J*}j:J /‘G“j![ G??J??7J#!? G*J

;j';* !;J :‘?!X7J*$? YJ;G}jX*G“ j#!J#!jX#? G*J WG}X*GY“J* ©;j:; ?!*J#'!;J#? ;j?

X* ;J* *J“G!jX#?;j% ©j!; !;J :X7%G#[h 3;J# ?J*}j:J /‘G“j![ G??J??7J#! G*J

“X©* !;J :‘?!X7J* YJ;G}jX*G“ •? j#!J#!jX#? G*J ‘#WG}X*GY“J G#V !;J *J“G!jX#?;j%

j? 7X*J “jKJ“[ !X YJ ©JGKJ#JVh C;‘?* !;J YJ;G}jX*G“ j#!J#!jX#? :G# YJ }jJ©JV G?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 73: Jasfar 2001 Mediating Effects of Consumer Trust

cb

j#Vj:G!X*? !;G! ?j'#G“ ©;J!;J* :‘?!X7J*? ©j““ *J7Gj# ©j!; X* VJWJ:! W*X7 !;J

:X7%G#[h

y[ j#!J'*G!j#' *J?JG*:; Wj#Vj#'? G#V G#J:VX!G“ J}jVJ#:J* 4Jj!;G7“*

yJ**[* G#V 6G*G?‘*G7G# Tmbbr' ?!G!JV G “j?! XW ?%J:jWj: j#Vj:G!X*? XW WG}X*GY“J

YJ;G}jX*G“ j#!J#!jX#?h C;J?J j#:“‘VJ ?G[j#' %X?j!j}J !;j#'? GYX‘! !;J :X7%G#[

!X X!;J*?* *J:X77J#Vj#' !;J :X7%G#[ X* ?J*}j:J !X X!;J*?* %G[j#' G %*j:J

%*J7j‘7 !X !;J :X7%G#[* G#V *J7Gj#j#' “X[G“ !X !;J :X7%G#[h )X[G“![ 7G[ YJ

7G#jWJ?!JV j# 7‘“!j%“J ©G[?o WX* J♦G7%“J* Y[ J♦%*J??j#' G %*JWJ*J#:J WX* G

:X7%G#[ X}J* X!;J*?* Y[ :X#!j#‘j#' !X %‘*:;G?J W*X7 j!* X* Y[ j#:*JG?j#'

Y‘?j#J?? ©j!; j! j# !;J W‘!‘*Jh ”%J:jWj: j#Vj:G!X*? XW ‘#WG}X*GY“J YJ;G}jX*G“

j#!J#!jX#? ?‘''J?!JV Y[ !;J %*J:JVj#' Vj?:‘??jX# j#:“‘VJ VjWWJ*J#! ![%J? XW

:X7%“Gj#j#' TJh'h* :X7%“Gj#j#' !X W*jJ#V? X* J♦!J*#G“ G'J#:jJ?' G#V

:X#!J7%“G!jX# XW ?©j!:;j#' !X :X7%J!j!X*?h x#X!;J* j#Vj:G!X* XW J}J#!‘G“

VJWJ:!jX# j? G VJ:*JG?J j# !;J G7X‘#! XW Y‘?j#J?? G :‘?!X7J* VXJ? ©j!; !;J

:X7%G#[h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 74: Jasfar 2001 Mediating Effects of Consumer Trust

rs

6J*:Jj}JV ”J*}j:J "‘G“j![h g‘?!X7J* ”G!j?WG:!jX# G#V g‘?!X7J* yJ;G}jX*G“

v#!J#!jX#?h

”J*}j:J /‘G“j![ ;G? YJJ# *J'G*VJV G? YJj#' ?j7j“G* !X G# G!!j!‘VJ YJ:G‘?J

j! ©G? !;X‘';! !X YJ G# X}J*G““ J}G“‘G!jX# XW !;J ?J*}j:J YG?JV X# j!? %J*:Jj}JV

'XXV#J?? TvG:XY‘::j* mbbt'h Bj}J# !;G! ?J*}j:J /‘G“j![ ;G? YJJ# }jJ©JV G? G#

G!!j!‘VJ* *J?JG*:;J*? ;G}J “X'j:G““[ G!!J7%!JV !X V*G© G “j#K YJ!©JJ# !;J ?J*}j:J

/‘G“j![ G#V *J“J}G#! YJ;G}jX*G“ j#!J#!jX#? ?‘:; G? *JE%‘*:;G?Ji YJ;G}jX*G“

j#!J#!jX#? Tg*X#j# G#V CG[“X** mbbao 9‘?!* 4G;X*jK G#V (Jj#j#';G7* mbbco

4Jj!;G7“* yJ**[* G#V 6G*G?‘*G7G# mbbr'h

C;J “j!J*G!‘*J *J}jJ© jVJ#!jWjJ? !;J :X#W“j:!j#' #G!‘*J XW !;J J7%j*j:G“

*J?‘“!? !X VG!Jh v! ?;X‘“V YJ #X!JV* ;X© J}J** !;G! *J?JG*:;J*? ;G}J G“?X WGj“JV !X

G'*JJ X# ©;G! !;J :X#:J%!‘G“ #G!‘*J XW ?J*}j:J /‘G“j![i ?G!j?WG:!jX# *J“G!jX#?;j%

?;X‘“V YJh kX© J}J* G *J}jJ© XW !;J J7J*'j#' “j!J*G!‘*J ?‘''J?!* !;G! !;J*J VXJ?

G%%JG* !X YJ *J“G!j}J :X#?J#?‘? G7X#' 7G*KJ!j#' *J?JG*:;J*? !;G! ?J*}j:J

/‘G“j![ G#V :X#?‘7J* ?G!j?WG:!jX# G*J ?J%G*G!J TjhJh* ‘#j/‘J' :X#?!*‘:!? !;G!

?;G*J G :“X?J *J“G!jX#?;j% TCG[“X* G#V yGKJ** mbbu* %h mruEmrr'h 9‘?! G#V

H“j}J* Tmbbu* %h a' VJ?:*jYJ !;J VX7j#G#! 7XVJ“ XW :‘?!X7J* ?G!j?WG:!jX# j# !;J

?J*}j:J “j!J*G!‘*J G? WX““X©?e +v# Y*jJW* :‘?!X7J* ?G!j?WG:!jX# j? G ?‘77G*[

:X'#j!j}J G#V GWWJ:!j}J *JG:!jX# !X G ?J*}j:J j#:jVJ#! TX* ?X7J!j7J? !X G “X#'E

!J*7 *J“G!jX#?;j%'h ”G!j?WG:!jX# TX* Vj??G!j?WG:!jX#' *J?‘“!? W*X7 J♦%J*jJ#:j#' G

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 75: Jasfar 2001 Mediating Effects of Consumer Trust

rm

?J*}j:J /‘G“j![ J#:X‘#!J* G#V :X7%G*j#' !;G! J#:X‘#!J* ©j!; ©;G! ©G? J♦%J:!JV

H“j}J* Tmbts'h™

C;J*J ;G}J YJJ# G #‘7YJ* XW *J:J#! J7%j*j:G“ G!!J7%!? !X }G“jVG!J !;J

?%J:jWj: #G!‘*J XW *J“G!jX#?;j% YJ!©JJ# ?J*}j:J /‘G“j![ G#V :X#?‘7J*

?G!j?WG:!jX# j# !;J WX*7G!jX# XW :X#?‘7J*$? %‘*:;G?J j#!J#!jX#? Tx#VJ*?X# G#V

”‘“j}G#* mbbso ”!J%;J# G#V C;X7G?* mbbuo 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#*

mbbro 3XXV?jVJ J! G“* mbtbo 6J[*X!* gXX%J* G#V ”:;#G%W* mbbno CG[“X* G#V

yGKJ** mbbu'h

x#VJ*?X# G#V ”‘““j}G# Tmbbs'* j# !;Jj* ?!‘V[ XW :‘?!X7J* ?G!j?WG:!jX#

G7X#' ”©JVJ? WX‘#V !;G! ?!G!JV ?G!j?WG:!jX# G:*X?? %*XV‘:! :G!J'X*jJ? j?

?!*X#'“[ *J“G!JV !X ?!G!JV *J%‘*:;G?J j#!J#!jX#h 6J[*X!* gXX%J* G#V ”:;#G%W

Tmbbn* %h au Eac' j# !;Jj* G*!j:“J™ gX#?‘7J* ”G!j?WG:!jX# G#V 6J*:Jj}JV "‘G“j![

XW H‘!%G!jJ#! kJG“!; ”J*}j:J?™ J♦G7j#JV WG:!X*? *J“G!JV !X :X#?‘7J*

?G!j?WG:!jX# G#V ©j““j#'#J?? !X *J:X77J#V !;J %*X}jVJ* G7X#' m*nrr %G!jJ#!?

G#V WX‘#V !;G! %G!jJ#! ?G!j?WG:!jX# G#V ©j““j#'#J?? !X *J:X77J#V ©j““ YJ

%X?j!j}J“[ *J“G!JV G#V !;G! ?G!j?WG:!jX# ©j““ 7JVjG!J !;J JWWJ:! XW X!;J* WG:!X*? X#

©j““j#'#J?? !X *J:X77J#Vh C;G! j?* /‘G“j![ XW ?J*}j:J ©j““ “JGV !X ;j';J*

?G!j?WG:!jX#* G#V ?G!j?WG:!jX#* j# !‘*#* ©j““ %*XV‘:J '*JG!J* ©j““j#'#J?? !X

*J:X77J#V !;J %*X}jVJ*h ”j7j“G* ©j!; !;j? %*X%X?J* ”!J%;J# G#V C;X7G?

Tmbbr' ;[%X!;J?j]J !;G! !;J j#!J*G:!jX# YJ!©JJ# ?J*}j:J /‘G“j![ G#V :X#?‘7J*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 76: Jasfar 2001 Mediating Effects of Consumer Trust

ra

?G!j?WG:!jX# ©j““ J♦%“Gj# 7X*J XW !;J }G*jG#:J j# :X#?‘7J*?$ ?!G!JV %‘*:;G?J

j#!J#!jX#? !;G# !;J Vj*J:! j#W“‘J#:J? XW Jj!;J* ?J*}j:J /‘G“j![ X* ?G!j?WG:!jX#

G“X#Jh C;J[ Vj*J:!“[ G??J?? !;J ?J*}j:J /‘G“j![i :X#?‘7J* ?G!j?WG:!jX#

*J“G!jX#?;j% G:*X?? WX‘* j#V‘?!*jJ?e ;JG“!; :G*J* *J:*JG!jX# ?J*}j:J?*

!*G#?%X*!G!jX#* G#V :X77‘#j:G!jX#? ?J*}j:J? G#V WX‘#V !;G! 7XVJ“? XW

:X#?‘7J* VJ:j?jX# 7GKj#' ©;j:; j#:“‘VJ !;J j#!J*G:!jX# XW ?G!j?WG:!jX# G#V

?J*}j:J /‘G“j![ %*X}jVJ G YJ!!J* ‘#VJ*?!G#Vj#' XW :X#?‘7J* %‘*:;G?J j#!J#!jX#?

!;G# VX 7XVJ“ ©;j:; ?j7%“[ j#:“‘VJ 7Gj# JWWJ:!? XW ?G!j?WG:!jX# G#V ?J*}j:J

/‘G“j![ j# ?X7J ?J*}j:J j#V‘?!*jJ?h x“?X j# G ?!‘V[ :X#V‘:!JV Y[ 3XXV?jVJ*

q*J[* G#V ,G“[ Tmbtb'* ‘#:X}J*? G ?j'#jWj:G#! G??X:jG!jX# YJ!©JJ# X}J*G““

%G!jJ#! ?G!j?WG:!jX# G#V j#!J#! !X :;XX?J XW ;X?%j!G“ G'Gj#h C;J[ %*X%X?J X#J XW

!;J Wj*?! 7XVJ“? ?%J:jWj:G““[ G??J??j#' !;J *J“G!jX#?;j%? YJ!©JJ# ?J*}j:J /‘G“j![

%J*:J%!jX#?* :X#?‘7J* ?G!j?WG:!jX# ’‘V'7J#!?* G#V YJ;G}jX*G“ j#!J#!jX#? j# !;J

7G*KJ!j#' “j!J*G!‘*J G#V *J%X*! J7%j*j:G“ *J?‘“!? ?‘''J?!j#' !;G! :X#?‘7J*

?G!j?WG:!jX# j? j#!J*}J#j#' }G*jGY“J !;G! 7JVjG!J? !;J *J“G!jX#?;j% YJ!©JJ#

?J*}j:J /‘G“j![ ’‘V'7J#!? G#V %‘*:;G?J j#!J#!jX#? TjhJh* ?J*}j:J /‘G“j![ =l

?G!j?WG:!jX# E„ %‘*:;G?J j#!J#!jX#?'h 3;J# :‘?!X7J*? %*Gj?J !;J Wj*7* J♦%*J??

%*JWJ*J#:J WX* !;J :X7%G#[ X}J* X!;J*?* j#:*JG?J? !;J }X“‘7J XW !;Jj* %‘*:;G?J?

X* G'*JJ !X %G[ G %*j:J %*J7j‘7* !;J[ G*J j#Vj:G!j#' YJ;G}jX*G““[ !;G! !;J[ G*J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 77: Jasfar 2001 Mediating Effects of Consumer Trust

rn

YX#Vj#' ©j!; !;J :X7%G#[* G#V G*J G“?X ?G!j?WjJV ©j!; !;J :X7%G#[ T4Jj!;G7“*

yJ**[ G#V 6G*G?‘*G7G#* mbbr'h

g;G%!J* ”‘77G*[

C;J G::X7%G#[j#' *J}jJ© XW !;J “j!J*G!‘*J Vj?:‘??J? !;J :X#?!*‘:!? XW

!*‘?!* :X77j!7J#! G? 7JVjG!j#' }G*jGY“J? XW *J“G!jX#?;j% 7G*KJ!j#'* !;J

*J“G!jX#?;j% G7X#' :X#?‘7J* %J*:Jj}JV ?J*}j:J /‘G“j![* :‘?!X7J* ?G!j?WG:!jX#*

G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#? G#V !;J *X“J XW !;J?J :X#?!*‘:!? j# :X#?‘7J*

*J“G!jX#?;j% 7G*KJ!j#'h q‘*!;J* !;J WG:!X*? !;G! GWWJ:! !;J /‘G“j![ XW !;J

*J“G!jX#?;j%* ?‘:; G? %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV

:X77‘#j:G!jX# G#V %J*:Jj}JV *J“G!jX#?;j% }G“‘J WX*7? !;J WX‘#VG!jX# WX* !*‘?!*

*J“G!jX#?;j% :X77j!7J#!* :‘?!X7J* ?G!j?WG:!jX# G#V ‘“!j7G!J“[ ?;X‘“V “JGV !X

7X*J WG}X*GY“J :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

qj#Vj#'? W*X7 !;J J♦!G#! “j!J*G!‘*J *J}JG“ !;G! :‘**J#! 7G*KJ!j#' !*J#V?

WX:‘?JV X# Y‘?j#J??E!XEY‘?j#J?? *J“G!jX#?;j%? X* X# Y‘?j#J??E!XE:X#?‘7J*

*J“G!jX#?;j%? J7%;G?j]j#' !;J :X7%G#[* *G!;J* !;G# :X#?‘7J*$? %Xj#! XW }jJ©h

C;J !*G#?WX*7G!jX# W*X7 G# J7%;G?j? X# !;J 7G#‘WG:!‘*J XW %;[?j:G“ 'XXV? !X

!;J %*XV‘:!jX# XW j#!G#'jY“J ?J*}j:J?* 7JG#? !;J *J“G!jX#?;j%? YJ!©JJ# ?J““J*

G#V Y‘[J* G*J J}J# 7X*J j7%X*!G#!h v! j? j7%X*!G#! !X *J7J7YJ** !;G! !;J

:X#?‘7J* j? !;J WX:G“ %Xj#! XW !;J Y‘?j#J??E!XE:X#?‘7J* !*G#?G:!jX#h C;J*JWX*J*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 78: Jasfar 2001 Mediating Effects of Consumer Trust

ru

G#[ :X7%G#[ j#!J*J?!JV j# 7X}j#' YJ[X#V j#Vj}jV‘G“ !*G#?G:!jX#? G#V !X©G*V?

!;J VJ}J“X%7J#! XW G ?‘::J??W‘“ X#'Xj#' *J“G!jX#?;j% ©j!; j!? :‘?!X7J*? ©X‘“V

Wj#V j! YJ#JWj:jG“ !X ‘#VJ*?!G#V ;X© :‘?!X7J*? %J*:Jj}J !;J :X7%G#[$?

7G*KJ!j#' *J“G!jX#?;j% G#V ©;[ :‘?!X7J*? :;XX?J !X %G!*X#j]J !;J :X7%G#[h

C;j? ?!‘V[ ©j““ G!!J7%! !X :X7%j“J G#V J♦%“X*J !;J J♦j?!j#' “j!J*G!‘*J X#

*J“G!jX#?;j% 7G*KJ!j#' W*X7 !;J :X#?‘7J*$? %J*?%J:!j}J* V*G©j#' ‘%X# !;J

Y‘?j#J?? !X Y‘?j#J?? *J“G!jX#?;j% 7G*KJ!j#' “j!J*G!‘*J* G? G%%*X%*jG!Jh

C;J “j!J*G!‘*J *J}jJ© jVJ#!jWjJ? !;J :X#W“j:!j#' #G!‘*J XW !;J J7%j*j:G“

*J?‘“!? XW ?J*}j:J /‘G“j![E?G!j?WG:!jX# *J“G!jX#?;j%? !X VG!Jh v! ?;X‘“V YJ #X!JV*

;X© J}J** !;G! *J?JG*:;J*? ;G}J G“?X WGj“JV !X G'*JJ X# ©;G! !;J :X#:J%!‘G“

#G!‘*J XW ?J*}j:J /‘G“j![i ?G!j?WG:!jX# *J“G!jX#?;j% ?;X‘“V YJh kX© J}J* G *J}jJ©

XW !;J J7J*'j#' “j!J*G!‘*J ?‘''J?!* !;G! !;J*J VXJ? G%%JG* !X YJ *J“G!j}J

:X#?J#?‘? G7X#' 7G*KJ!j#' *J?JG*:;J*? !;G! ?J*}j:J /‘G“j![ G#V :X#?‘7J*

?G!j?WG:!jX# G*J ?J%G*G!J TjhJh* ‘#j/‘J' :X#?!*‘:!? !;G! ?;G*J G :“X?J *J“G!jX#?;j%h

C;J*J ;G}J YJJ# G #‘7YJ* XW *J:J#! J7%j*j:G“ G!!J7%!? !X }G“jVG!J !;J ?%J:jWj:

#G!‘*J XW *J“G!jX#?;j% YJ!©JJ# ?J*}j:J /‘G“j![ G#V :X#?‘7J* ?G!j?WG:!jX# j# !;J

WX*7G!jX# XW :X#?‘7J*$? %‘*:;G?J j#!J#!jX#?h C;j? ?!‘V[ ©j““ G!!J7%! !X

:X7%j“J G#V J♦%“X*J !;J J♦j?!j#' “j!J*G!‘*J X# :‘?!X7J* ?G!j?WG:!jX# G#V j!

W‘#:!jX# G? !;J 7JVjG!X* YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 79: Jasfar 2001 Mediating Effects of Consumer Trust

rc

q‘*!;J** !;J J♦!G#! “j!J*G!‘*J Vj?:‘??J? !;J VJ}J“X%7J#! XW *J“G!jX#?;j%

}G“‘J G? #X# J:X#X7j:? WG:!X*? X* *J“G!jX#G“ ?X:jG“ #X*7? XW 'X}J*#G#:J* ?‘:;

G? %J*:Jj}JV “X?? XW *J%‘!G!jX# * ?X“jVG*j![* 7‘!‘G“j![ ;G*7X#j]G!jX# XW :X#W“j:!

!X *Jj#WX*:J :X77j!7J#! G#V !;‘? G*J %X?j!j}J“[ *J“G!JV !X “X#'E!J*7

:X77j!7J#! G#V ©j““ :X#!j#‘J !X %*X7X!J !;J '*X©!; XW *J“G!jX#?;j%

7G*KJ!j#'h 9G*J“[ VX *J?JG*:;J*? XW ?J*}j:J /‘G“j![* :‘?!X7J* ?G!j?WG:!jX#* !*‘?!

G#V YJ;G}jX*G“ j#!J#!jX#? %*X%X?JV *J“G!jX#?;j% }G“‘J G? !;J :X7%X#J#!? XW

?J*}j:J /‘G“j![h C;j? ?!‘V[ ©j““ G!!J7%! !X J♦%“X*J !;J :X#:J%! XW *J“G!jX#?;j%

}G“‘J G? !;J G#!J:JVJ#!? XW %J*:Jj}JV ?J*}j:J /‘G“j![h

g;G%!J* C;*JJ WX““X©? G#V Vj?:‘??J? !;J ?!‘V[$? *J?JG*:; VJ?j'#*

?G7%“J* G#V VG!G G#G“[?j? %*X:JV‘*J?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 80: Jasfar 2001 Mediating Effects of Consumer Trust

66

gkx6Cw9 7

-wCkH,H)HBZ

v#!*XV‘:!jX#

x :‘*?X*[ J♦G7j#G!jX# j#Vj:G!J? !;G! !;J Y‘“K XW !;J *J“G!jX#?;j%

7G*KJ!j#' “j!J*G!‘*J j? WX:‘?JV Jj!;J* X# Y‘?j#J?? !X Y‘?j#J?? *J“G!jX#?;j%? X* X#

Y‘?j#J??E!XE:X#?‘7J* *J“G!jX#?;j%? !;G! J7%;G?j]J !;J :X7%G#[$? *G!;J* !;G#

!;J :X#?‘7J* %Xj#! XW }jJ©h v! j? j7%X*!G#! !X *J7J7YJ* !;G! !;J :X#?‘7J* j?

!;J WX:G“ %Xj#! XW !;J Y‘?j#J?? !X :X#?‘7J* !*G#?G:!jX#?h CX VJ}J“X% ?‘::J??W‘“

X#'Xj#' *J“G!jX#?;j%? ©j!; :X#?‘7J*?* j! ©X‘“V YJ YJ#JWj:jG“ !X ‘#VJ*?!G#V

©;G! :X#?‘7J*? %J*:Jj}J 7G*KJ!j#' *J“G!jX#?;j%? !X YJ G#V ©;[ !;J[ J#'G'J j#

!;J7h C;J W‘#VG7J#!G“ XY’J:!j}J XW !;j? *J?JG*:;* ©j!; J7%;G?j? X# !;J

:X#?‘7J* %Xj#! XW }jJ©* j? !X VJ!J*7j#J ©;J!;J* :‘?!X7J* ?G!j?WG:!jX#*

:X#?‘7J* !*‘?! G#V :X#?‘7J* :X77j!7J#! :X7%“J!J“[ 7JVjG!J !;J *J“G!jX#?;j%

YJ!©JJ# G #‘7YJ* X W YG:K'*X‘#V* ?J*}j:J /‘G“j![ *J“G!JV G#!J:JVJ#!? G#V XW

*J“G!jX#G“* YJ;G}jX*G“ j#!J#!jX#? *J“G!JV :X#?J/‘J#:J?h x :X#:J%!‘G“ 7XVJ“ ©G?

!J?!JV j# G‘!X ?J*}j:J :J#!J*?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 81: Jasfar 2001 Mediating Effects of Consumer Trust

rp

9J?JG*:; ,J?j'#

x !;JX*J!j:G“ W*G7J©X*K WX* !;J G#G“[?j? XW G Y‘[J*E?J““J* *J“G!jX#?;j%?

j# G‘!X ?J*}j:J :J#!J*? j? %*J?J#!JV j# qj'‘*Jh n T%h rb'h C;J %‘*%X?J? XW !;j?

!;JX*J!j:G“ 7XVJ“ j? !X ?;X© !;J *J“G!jX#?;j%? G7X#' !;J :X#?!*‘:!? !J?!JV j#

!;j? ?!‘V[h C;J ?!‘V[ :X#?!*‘:!? !;G! ©j““ YJ J♦G7j#JV j#:“‘VJ %J*:Jj}JV

:X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X77‘#j:G!jX#* G#V %J*:Jj}JV

*J“G!jX#?;j% }G“‘J* }jJ©JV G? j#VJ%J#VJ#! }G*jGY“J?h gX#?‘7J* !*‘?! G#V

:X#?‘7J* :X77j!7J#! G*J ?JJ# G? 7JVjG!j#' }G*jGY“J?h g‘?!X7J* ?G!j?WG:!jX#

G“?X G:!? G? G 7JVjG!j#' }G*jGY“J YJ!©JJ# !;J?J j#VJ%J#VJ#! }G*jGY“J? G#V

YJ;G}jX*G“ j#!J#!jX#? G? G# X‘!:X7J X W !;J *J“G!jX#?;j%h C;j? !;JX*J!j:G“

W*G7J©X*K j? YG?JV X# !;J 7G*KJ!j#' *J“G!jX#?;j% “j!J*G!‘*J ?‘:; G?e ,©[J**

”:;‘** G#V H;* mbtpo x#VJ*?X# G#V 3Jj!]* mbbao -X*'G# G#V k‘#!* mbbuo

4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#* mbbro q‘““J*!X# G#V CG[“X** assso -XX*7G#*

4G“!7G#* ,J?;%G#VJ* mbbao BG*YG*j#X G#V zX;#?X#* mbbbo G#V yJ**[* mbbb'h

C;J *J?JG*:; :X#V‘:!JV ©G? G WjJ“V ?!‘V[ ‘?j#' :‘?!X7J*? XW v#VX#J?jG#

G‘!X ?J*}j:J :J#!J*? G? !;J ‘#j!? XW G#G“[?j?h x ?G7%“j#' W*G7J ©G? VJ?j'#JV

:X#?j?!j#' XW !;J :‘?!X7J*? X W G‘!X ?J*}j:J :J#!J*? j# c G*JG? XW zGKG*!G* !;J

“G*'J?! :j![ j# v#VX#J?jG ©j!; ma 7j““jX# %JX%“Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 82: Jasfar 2001 Mediating Effects of Consumer Trust

pumshdyoud

gifw mus*

inniht hc fwu

ohm.si'wf hg

tusR eysfwus

sumshdyofiht mshwirifud

gifwhyf

mus*innihtR

oK7=Oz' 6' f%WzZ %9 1=qzOepzZZzO RzZV„K%*«JK/« K* a*W%*z«KV* g=„% pzO;KLz Az*„zO

k‘

k<

c•[

k„

(-

gX#?‘7J*gX77j!7J#!

gX#?‘7J*C*‘?!

g‘?!X7J*”G!j?WG:!jX#

6J*:Jj}JVgX77‘#j:G!jX#

9J“G!jX#?;j%LG“‘J

6J*:Jj}JVqGj*#J??

6J*:Jj}JVgX7%J!J#:J

gX#?‘7J*yJ;G}jX*G“v#!J#!jX#?

C;J 6JG*?X# 6*XV‘:!E-X7J#! gX**J“G!jX# -J!;XV

”!*‘:!‘*G“ w/‘G!jX# -XVJ“j#'

Page 83: Jasfar 2001 Mediating Effects of Consumer Trust

rb

,J}J“X%7J#! XW !;J k[%X!;J?J?

k[%X!;J?J? ©J*J J7%“X[JV !X !J?! !;J ?!‘V[$? !;JX*J!j:G“ W*G7J©X*K

Tqj'‘*Jh n'h ”!G!JV j# G WX*7G“ WG?;jX#* !;j? ?!‘V[ !J?!JV an ;[%X!;J?J?h

x#VJ*?X# G#V PG*‘? Tmbbs' ©;X VJWj#JV :X77‘#j:G!jX# G? +!;J WX*7G“

G? ©J““ G? j#WX*7G“ ?;G*j#' X W 7JG#j#'W‘“ G#V !j7J“[ j#WX*7G!jX# YJ!©JJ#

Wj*7?™h C;J[ ?!*J?? !;G! %G?! :X77‘#j:G!jX# j? G# G#!J:JVJ#! XW !*‘?!* Y‘! j#

?‘Y?J/‘J#! %J*jXV? !;j? G::‘7‘“G!jX# XW !*‘?! “JGV? !X YJ!!J* :X77‘#j:G!jX#h

-X*'G# G#V k‘#! Tmbbu* %h ac' WX‘#V !;G! G %G*!#J*$? %J*:J%!jX# XW %G?!

:X77‘#j:G!jX# W*X7 G#X!;J* %G*![ !;G! ;G}J YJJ# W*J/‘J#! G#V XW ;j'; /‘G“j![E

#G7J“[ *J“J}G#!* !j7J“[* G#V *J“jGY“J* ©j““ *J?‘“! j# '*JG!J* !*‘?! G#V

:X77j!7J#!h x#VJ*?X# G#V 3Jj!] Tmbtb* %h nas'* G“?X Wj#V !;G! :X77‘#j:G!jX#

©G? %X?j!j}J“[ *J“G!JV !X !*‘?!h C;J[ ?!G!J?e !;G! 7‘!‘G“ !*‘?! XW G *J“G!jX#?;j% j?

j# !‘*# ?!*X#'“[ j#W“‘J#:JV Y[ !;J “J}J“ X W :X77‘#j:G!jX#? j# !;J V[GVh C;‘?*

:X77‘#j:G!jX#* ©;j“J j! VXJ? #X! G%%JG* !X ;G}J G Vj*J:! j7%G:! X# !;J

:X#!j#‘j![ XW !;J *J“G!jX#?;j%* j? :*j!j:G“ !X Y‘j“V !;J !*‘?!j#' *J“G!jX#?;j%? !;G! j#

!‘*# :*JG!JV ?!GYj“j![ G#V ?j'#jWj:G#!“[ GWWJ:!JV :X#?‘7J* :X77j!7J#!

T-XX*7G#* 4G“!7G# G#V ,J?;%G#VJ* mbba'h C;j? :X77‘#j:G!jX# ©j““ j#W“‘J#:J

!;J :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? T4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#* mbbr'h

yG?JV !X !;J?J *J?JG*:; Wj#Vj#'?* ©J %*X%X?J G #‘““ G#V G“!J*#G!J

;[%X!;J?J? F m !X ;[%X!;J?J? F n G? WX““X©?e

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 84: Jasfar 2001 Mediating Effects of Consumer Trust

ps

kXje C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* !*‘?!h

kG“e C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#G#V :X#?‘7J* !*‘?!h

kXae C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* :X77j!7J#!h

kGae C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#G#V :X#?‘7J* :X77j!7J#!h

kXne C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kGne C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V YJ;G}jX*G“ j#!J#!jX#?h

6J*:Jj}JV J/‘j![ :G# YJ?! YJ VJWj#JV G? G YJ“jJW GYX‘! !;J WGj*#J?? XW G#

J♦:;G#'J *J“G!jX#?;j% T)“X[V* asss'h C;J :X#:J%! XW J/‘j![ G? G WG:!X* j#

*J“G!jX#?;j% 7G*KJ!j#' Wj*?! G%%JG*JV j# G Vj?:‘??jX# X# !;J J!;j:G“ G#V “J'G“

WX‘#VG!jX#$? XW *J“G!jX#G“ 7G*KJ! J♦:;G#'J TB‘#V“G:; G#V -‘*%;[* mbbn'h v#

!;j? G*!j:“J* !;J G‘!;X* VJWj#JV J/‘j![ }J*[ ?j7%“[ G? WGj*#J??h

v# !J*7? XW !;J !j7J Vj7J#?jX#* ?j#:J 7G*KJ!j#' *J“G!jX#?;j%? G*J

X#'Xj#'* WGj*#J?? #JJV #X! J}G“‘G!JV j77JVjG!J“[* Y‘! 7G[ YJ J}G“‘G!JV X}J*

“J#'!;jJ* !j7J %J*jXV? !X X::‘* GW!J* !;j? *J“G!jX#?;j% j? J?!GY“j?;JV G#V !X

*JW“J:! !;J WG:! !;G! !;J *J“G!jX#?;j% j? VJJ%J#j#'h C;‘?* !j7J j? G??X:jG!JV ©j!;

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 85: Jasfar 2001 Mediating Effects of Consumer Trust

pm

!;J WJJVYG:K }G*jGY“J? XW !*‘?! G#V :X77j!7J#! T)“X[V* asss* %h mc'h

9G7G?J?;G# G#V g;X#' Tasss* %h ms' WX‘#V !;G! ©;J# !;J *J“G!jX#?;j% ©G?

%J*:Jj}JV !X YJ WGj** }J#!‘*J :X7%G#jJ? ©J*J 7X*J “jKJ“[ !X J♦%J*jJ#:J

?G!j?WG:!jX# ©j!; !;J ’Xj#! }J#!‘*Jh ”j7j“G* !X !;j? Wj#Vj#'* )“X[V Tasss* %h mp'

%*X%X?J? !;G! :X#?‘7J*? ©;X %J*:Jj}JV !;Jj* j#j!jG“ j#!J*G:!jX#? ©j!; !;J

:X7%G#[ TX* X#J XW j!? J#!j!jJ?' G? 7X?! J/‘j!GY“J G#V ©;X WJJ“ G ?!*X#' ?J“WE

:X##J:!jX# ©j!; !;J %*XV‘:!? %‘*:;G?JV* G*J 7X?! “jKJ“[ !X WX*7 G 7G*KJ!j#'

*J“G!jX#?;j% ©j!; !;G! :X7%G#[ TX* J#!j!['h C;J?J :X#?‘7J*? ©j““ ;G}J G ;j';

“J}J“ XW ?G!j?WG:!jX# ©j!; !;J %‘*:;G?J G#V :X#?‘7%!jX# J♦%J*jJ#:Jh C;J[ G*J

“jKJ“[ !X ;G}J G %X?j!j}J G!!j!‘VJ !X©G*V W‘!‘*J *J“G!jX#?;j% 7G*KJ!j#' JWWX*!?h

yG?JV X# !;j? %*J}jX‘? *J?JG*:;* #‘““ G#V G“!J*#G!J ;[%X!;J?J? Tku !X

kr' G*J ?!G!JV G? WX““X©?e

kXue C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* !*‘?!h

kGue C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V:X#?‘7J* !*‘?!h

kXce C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* :X77j!7J#!h

kGce C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* :X77j!7J#!h

kXre C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 86: Jasfar 2001 Mediating Effects of Consumer Trust

pa

kGre C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V:‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

-XX*7G#* ,J?;%G#VJ G#V 4G“!7G# Tmbbn' WX‘#V G *J?JG*:;J*$?

:X7%J!J#:J !X YJ G ?j'#jWj:G#! WG:!X* j# G :“jJ#!?$ !*‘?! G#V :X77j!7J#!h

”j7j“G*“[* g*X?Y[* w}G#?* G#V gX©“J? Tmbbs' ?;X©JV !;G! !;J %J*:Jj}JV

:X7%J!J#:J XW j#?‘*G#:J ?G“J?%JX%“J ©G? G ?j'#jWj:G#! %*JVj:!X* XW :‘?!X7J*

!*‘?!h yJ**[ Tmbbb' j# ;j? ?!‘V[ X# mu ?J*}j:J j#V‘?!*jJ? WX‘#V !;G! %J*:Jj}JV

:X7%J!J#:J j? !;J 7X?! j7%X*!G#! j# VJ!J*7j#j#' :X#?‘7J* !*‘?! G#V !;J “J}J“

XW :X#?‘7J* :X77j!7J#!h 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G# Tmbbr' VJ}J“X%JV

G :X#:J%!‘G“ 7XVJ“ XW !;J YJ;G}jX*G“ G#V Wj#G#:jG“ :X#?J/‘J#:J XW ?J*}j:J

/‘G“j![h C;J[ J7%;G?j]J !;J j7%X*!G#:J XW 7JG?‘*j#' W‘!‘*J YJ;G}jX*G“

j#!J#!jX#? XW :‘?!X7J*? !X G??J?? !;Jj* %X!J#!jG“ !X *J7Gj# ©j!; X* “JG}J !;J

X*'G#j]G!jX#h

C;J *J?‘“!? XW ?‘:; *J?JG*:; %Xj#! !X !;J WX““X©j#' ;[%X!;J?J? Tkp !X

kb'h

kXpe C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?!h

kGpe C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?!h

kXte C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* :X77j!7J#!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 87: Jasfar 2001 Mediating Effects of Consumer Trust

pn

kGte C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* :X77j!7J#!h

kXbe C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kGbe C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V YJ;G}jX*G“ j#!J#!jX#?h

PX# J:X#X7j: *J?X‘*:J? X* *J“G!jX#G“ ?X:jG“ #X*7? G*J VJWj#JV G? ?;G*JV

J♦%J:!G!jX#? *J'G*Vj#' YJ;G}jX* ©;j:; J}X“}J j# J♦:;G#'J ©;J# %G*!jJ?

:X#!J7%“G!J Yj“G!J*G““[ :X77j!!JV ?!*G!J'jJ? G#V 'XG“? j# “X#'E!J*7 X*jJ#!G!jX#

T-G:#Jj“* mbtr'h C;J?J #X*7? j#:“‘VJ !;J J♦!J#! !X ©;j:; ‘#j![ X* WJ““X©?;j%

G*j?J? W*X7 :X77X# *J?%X#?jYj“j!jJ? G#V j#!J*J?! VX7j#G!J? !;J *J“G!jX#?;j%

TjhJh* ?X“jVG*j!['* !;J VJ'*JJ !X ©;j:; 7X#j!X*j#' XW j#Vj}jV‘G“ !*G#?G:!jX#? j?

!J7%J*JV Y[ !*‘?! TjhJh* 7‘!‘G““['* G#V !;J J♦!J#! !X ©;j:; :X#W“j:! *J?X“‘!jX# j?

!J7%J*JV ©j!; ?j!‘G!jX# G%%*Gj?G“ G#V :X7%*X7j?J TjhJh* ;G*7X#j]G!jX# XW

:X#W“j:!'h 9J“G!jX#G“ ?X:jG“ #X*7? XW 'X}J*#G#:J !J#V !X *Jj#WX*:J :X77j!7J#!

G#V !;‘? G*J %X?j!j}J“[ *J“G!JV !X “X#' !J*7 :X77j!7J#! j#!J#!jX#? TB‘#V“G:;*

x:;*X“ G#V -J#!]J** mbbc* %h tm'h ”‘:; *J?JG*:; ;J“%? ‘? !X WX*7‘“G!J !;J

WX““X©j#' ;[%X!;J?J? Tkms !X kma'h

kX mse C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 88: Jasfar 2001 Mediating Effects of Consumer Trust

pu

kG“He C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?!h

k X““e C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* :X77j!7J#!h

k G““e C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* :X77j!7J#!h

kX mae C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kG“ae C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

H}J*G““ ?G!j?WG:!jX# TX* :‘7‘“G!j}J ?G!j?WG:!jX#' j? +G# X}J*G““ J}G“‘G!jX#

YG?JV X# !;J !X!G“ %‘*:;G?J G#V :X#?‘7%!jX# J♦%J*jJ#:J ©j!; G 'XXV X* ?J*}j:J

X}J* !j7J™ Tx#VJ*?X#* qX7J““ G#V )J;7G#* mbbu* %h cu'h CG[“X* G#V yGKJ*

Tmbbu' j# !;Jj* ?!‘V[ X# WX‘* j#V‘?!*jJ? T:X77‘#j:G!jX#* !*G}J“* *J:*JG!jX# G#V

;JG“!; ?J*}j:J? j#V‘?!*[' WX‘#V !;G! WX* !;*JJ j#V‘?!*jJ? TJ♦:J%! j# !;J ;JG“!;

?J*}j:J j#V‘?!*['* %J*:Jj}JV ?J*}j:J /‘G“j![ GWWJ:!JV :X#?‘7J* ?G!j?WG:!jX#

’‘V'J7J#!?h C;J j#!J*G:!jX# YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :X#?‘7J*

?G!j?WG:!jX# J♦%“Gj#JV 7X*J X W !;J }G*jG#:J j# :X#?‘7J*?$ ?!G!JV %‘*:;G?J

j#!J#!jX#? !;G# !;J Vj*J:! j#W“‘J#:J? XW Jj!;J* ?J*}j:J /‘G“j![ X* ?G!j?WG:!jX#

G“X#J TCG[“X* G#V yGKJ** mbbu* %h mrp'h yG*#J? G#V g‘7Y[ Tmbbb* %h cEt' j#

!;Jj* ?!‘V[ j# gG#GVG G#V v*J“G#V X# YJ;G“W XW :“jJ#! j# G ?J*}j:J j#V‘?!*[ ;G}J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 89: Jasfar 2001 Mediating Effects of Consumer Trust

pc

jVJ#!jWjJV !;G! %J*:Jj}JV ?J*}j:J /‘G“j![ :X#?j?!? XW !J# :X7%X#J#!? XW %J*:Jj}JV

?J*}j:J }G“‘J !;G! j#W“‘J#:J !;J /‘G“j![ XW *J“G!jX#?;j% 7G*KJ!j#' j# ?J*}j:J

j#V‘?!*jJ?h C;J?J :X7%X#J#!? ©J*J :“G??jWjJV G? E7G97LK75 9ASE7F7P97 T:;Xj:JE

YG?J %J*:Jj}JV* J7%“X[JJEYG?JV %J*:Jj}JV }G“‘J* J#GY“j#' %J*:Jj}JV }G“‘J'*

E7G97LK75 •=LGP7:: T%*XV‘:!E%*j:J %J*:Jj}JV }G“‘J'* E7G97LK75 9ASSDPL9=FLAP

T?‘*%*j?J %J*:Jj}JV }G“‘J* G::J??E:X#}J#jJ#:J %J*:Jj}JV }G“‘J* j#WX*7G!jX#

%J*:Jj}JV }G“‘J' G#V E7G97LK75 G7R=FLAP:MLE K=RD7 T:X77‘#j![ %J*:Jj}JV }G“‘J*

*J“G!jX#?;j% %J*:Jj}JV }G“‘J* G??X:jG!jX# %J*:Jj}JV }G“‘J'h

x::X*Vj#' !X !;J?J ?!‘VjJ?* #‘““ G#V G“!J*#G!J ;[%X!;J?J? Tkmn !X kmr'

G*J ?!G!JV G? WX““X©?e

kXj ne C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kG“ ne C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# G %J*:Jj}JV :X77‘#j:G!jX# G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kX mue C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kG“ue C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J*$? ?G!j?WG:!jX#h

k Xjce C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kG“ ce C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J*$? ?G!j?WG:!jX#h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 90: Jasfar 2001 Mediating Effects of Consumer Trust

pr

kX mre C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kG“re C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :‘?!X7J*$? ?G!j?WG:!jX#h

k[%X!;J?J? mp !X mb ?!G!J !;G! %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV

:X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X7%J!J#:J G#V %J*:Jj}JV

*J“G!jX#?;j% }G“‘J' j#W“‘J#:J :‘?!X7J* ?G!j?WG:!jX# T6G*G?‘*G7G#* LG“G*jJ G#V

yJ**[* mbtc'* :X#?‘7J* !*‘?! TyJ**[* mbbbo -X*'G# G#V k‘#!* mbbu' G#V

:X#?‘7J* :X77j!7J#! Tq‘““J*!X# G#V CG[“X** assso -X*'G# G#V k‘#!* mbbu'

?j7‘“!G#JX‘?h

k Xjpe C;J*J G*J #X VJWj#JV “j#JG* *J“G!jX#?;j%? YJ!©JJ# G““ XWj#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!?' G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kG“ pe C;J*J G*J %X?j!j}J *J“G!jX#?;j%? YJ!©JJ# G““ XW j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* #X#EJ:X#X7j: :X?!?' G#V :‘?!X7J*$? ?G!j?WG:!jX#h

kX mte C;J*J G*J #X VJWj#JV “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XWj#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* #X#EJ:X#X7j: :X?!?' G#V :X#?‘7J* !*‘?!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 91: Jasfar 2001 Mediating Effects of Consumer Trust

pp

kG“ te C;J*J G*J %X?j!j}J *J“G!jX#?;j%? YJ!©JJ# G““ X W j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!?' G#V :X#?‘7J* !*‘?!h

kX mbe C;J*J G*J #X VJWj#JV “j#JG* *J“G!jX#?;j%? YJ!©JJ# G““ XW j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!' G#V :X#?‘7J* :X77j!7J#!h

kG“be C;J*J G*J %X?j!j}J *J“G!jX#?;j%? YJ!©JJ#e G““ X W j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!' G#V :X#?‘7J* :X77j!7J#!h

”J*}j:J /‘G“j![ ;G? YJJ# *J'G*VJV G? YJj#' ?j7j“G* !X G# G!!j!‘VJ YJ:G‘?J

j! ©G? !;X‘';! !X YJ G# X}J*G““ J}G“‘G!jX# XW !;J ?J*}j:J YG?JV X# j!? %J*:Jj}JV

“J}J“ XW VJ?j*GYj“j![ TvG:XY‘::j* mbbt'h Bj}J# !;G! ?J*}j:J /‘G“j![ ;G? YJJ#

}jJ©JV G? G# G!!j!‘VJ* *J?JG*:;J*? ;G}J “X'j:G““[ G!!J7%!JV !X V*G© G “j#K

YJ!©JJ# !;J ?J*}j:J /‘G“j![ G#V *J“J}G#! YJ;G}jX*G“ j#!J#!jX#? T4Jj!;G7“* yJ**[

G#V 6G*G?‘*G7G#* mbbro g*X#j# G#V CG[“X** mbbao (J}JG#J[* mbbco q‘““J*!X#

G#V CG[“X** asss'h

yG?JV !X !;J?J *J?JG*:; Wj#Vj#'?* G #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J

?!G!JV G? WX““X©?e

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 92: Jasfar 2001 Mediating Effects of Consumer Trust

pt

kXase C;J*J G*J #X VJWj#JV “j#JG* *J“G!jX#?;j%? YJ!©JJ# G““ X W j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGase C;J*J G*J %X?j!j}J *J“G!jX#?;j%? YJ!©JJ#e G““ XW j#VJ%J#VJ#!? }G*jGY“J? T:X7%G#[$? %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV #X#EJ:X#X7j: :X?!' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

6J[*X!* gXX%J* G#V ”:;#G%W Tmbbn* %h auEac' j# !;Jj* G*!j:“J

$$”G!j?WG:!jX# G#V 6J*:Jj}JV "‘G“j![ XW H‘!%G!jJ#! kJG“!; ”J*}j:J?™ J♦G7j#JV

WG:!X*? *J“G!JV !X :X#?‘7J* ?G!j?WG:!jX# G#V ©j““j#'#J?? !X *J:X77J#V !;J

%*X}jVJ* G7X#' m*nrr %G!jJ#!?h C;J[ WX‘#V !;G! %G!jJ#! ?G!j?WG:!jX# G#V

©j““j#'#J?? !X *J:X77J#V ©J*J %X?j!j}J“[ *J“G!JV G#V !;G! ?G!j?WG:!jX# 7JVjG!JV

!;J JWWJ:! XW X!;J* WG:!X*? X# ©j““j#'#J?? !X *J:X77J#Vh C;G! j?* /‘G“j![ XW

?J*}j:J ©j““ “JGV !X ;j';J* ?G!j?WG:!jX#* G#V ?G!j?WG:!jX#* j# !‘*#* ©j““ %*XV‘:J

'*JG!J* ©j““j#'#J?? !X *J:X77J#V !;J %*X}jVJ*h ”j7j“G*“[* ”!J%;J# G#V C;X7G?

Tmbbr' ;[%X!;J?j]JV !;G! !;J j#!J*G:!jX# YJ!©JJ# ?J*}j:J /‘G“j![ G#V :X#?‘7J*

?G!j?WG:!jX# ©j““ J♦%“Gj# 7X*J XW !;J }G*jG#:J j# :X#?‘7J*?$ ?!G!JV %‘*:;G?J

j#!J#!jX#? !;G# !;J Vj*J:! j#W“‘J#:J? XW Jj!;J* ?J*}j:J /‘G“j![ X* ?G!j?WG:!jX#

G“X#Jh C;J[ Vj*J:!“[ G??J??JV !;J ?J*}j:J /‘G“j![i :X#?‘7J* ?G!j?WG:!jX#

*J“G!jX#?;j% G:*X?? WX‘* j#V‘?!*jJ?e ;JG“!; :G*J* *J:*JG!jX# ?J*}j:J?*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 93: Jasfar 2001 Mediating Effects of Consumer Trust

pb

!*G#?%X*!G!jX#* G#V :X77‘#j:G!jX#? ?J*}j:J?h C;J[ WX‘#V !;G! 7XVJ“? XW

:X#?‘7J* VJ:j?jX# 7GKj#' ©;j:; j#:“‘VJ !;J j#!J*G:!jX# XW ?G!j?WG:!jX# G#V

?J*}j:J /‘G“j![ %*X}jVJ G YJ!!J* ‘#VJ*?!G#Vj#' XW :X#?‘7J* %‘*:;G?J j#!J#!jX#?

!;G# VX 7XVJ“? ©;j:; ?j7%“[ j#:“‘VJ 7Gj# JWWJ:!? XW ?G!j?WG:!jX# G#V ?J*}j:J

/‘G“j![ j# ?X7J ?J*}j:J j#V‘?!*jJ?h C;‘?* YG?JV X# !;J?J %*J}jX‘? ?!‘VjJ?* !;J

#‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J ?!G!JV G? WX““X©?e

kXame g‘?!X7J*$? ?G!j?WG:!jX# VXJ? #X! 7JVjG!J !;J *J“G!jX#?;j%?

YJ!©JJ# :X#?‘7J* %J*:Jj}JV }G“‘J? T%J*:Jj}JV :X77‘#j:G!jX#*

%J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J

G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGame g‘?!X7J*$? ?G!j?WG:!jX# 7JVjG!J? !;J *J“G!jX#?;j%? YJ!©JJ#

:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV

WGj*#J??* *J“G!jX#?;j% }G“‘J G#V !;J :‘?!X7J* YJ;G}jX*G“

j#!J#!jX#?h

-X*'G# G#V k‘#! Tmbbu* %h nm' !;JX*j]JV G#V !J?!JV !;J :X77j!7J#!

G#V !*‘?! j# !;J :X#!J♦! XW G‘!X7XYj“J !j*J *J“G!jX#?;j% G#V ?!G!J !;G!

*J“G!jX#?;j% :X77j!7J#! G#V !*‘?! ©J*J #X! X#“[ j7%X*!G#! }G*jGY“J? j#

7G*KJ!j#' *J“G!jX#?;j%?* Y‘! ;G? G“?X KJ[ 7JVjG!j#' }G*jGY“J? j# !;J?J

*J“G!jX#?;j%?h gX77j!7J#! G#V !*‘?! J♦%“Gj# !;J *J“G!jX#?;j% YJ!©JJ# G #‘7YJ*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 94: Jasfar 2001 Mediating Effects of Consumer Trust

>3

XW YG:K'*X‘#V }G*jGY“J? G#V :X#?!*‘:!? T*J“G!jX#?;j% YJ#JWj!?* :X77‘#j:G!jX#*

?;G*JV }G“‘J* ?©j!:;j#' :X?!' G#V #‘7YJ* XW *J“G!jX#?;j% :X#?J/‘J#:J?

T*J!J#!jX#* *J“G!jX#?;j% J#;G#:J7J#!* :XX%J*G!j}J* GV}X:G:['h ”j7j“G* !X !;j?

?!‘V[* BG*YG*j#X G#V zX;#?X# Tmbbb* %h pn'* %*X%X?JV !;G! !*‘?! G#V

:X77j!7J#! G*J WX:G“ j#!J*7JVjG!J :X#?!*‘:!? j# !;J “G!J#! ?!*‘:!‘*J 7XVJ“ XW

:X7%X#J#! G#V '“XYG“ J}G“‘G!jX#? X W !;X?J :‘?!X7J*? ©;X ;G}J G ;j';

*J“G!jX#G“ X* %G*!#J*j#' X*jJ#!G!jX# !X !;J X*'G#j]G!jX#h yG?JV !X !;J?J *J?JG*:;

Wj#Vj#'?* G #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J ?!G!JV G? WX““X©?e

kXaae gX#?‘7J*$? !*‘?! VXJ? #X! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGaae gX#?‘7J*$? !*‘?! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kXane gX#?‘7J* :X77j!7J#! VXJ? #X! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGane gX#?‘7J* :X77j!7J#! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 95: Jasfar 2001 Mediating Effects of Consumer Trust

tm

,G!G gX““J:!jX#

C;J VG!G :X7J? W*X7 G ?‘*}J[ X W :‘?!X7J*? XW G‘!X ?J*}j:J :J#!J*? j#

zGKG*!G gj![h C;J?J :J#!J*? G*J :G!J'X*j]JV G?e G‘!;X*j]JV T:X#!*X““JV Y[

G‘!X7X!j}J :X7%G#['* ?J7j G‘!;X*j]JV G#V #X# G‘!;X*j]JV T#X :X#!*X““JV Y[

G‘!X7X!j}J :X7%G#['h

C;J ?G7%“J? G*J ?J“J:!JV *G#VX7“[ W*X7 :‘?!X7J*? XW !;J?J G‘!X ?J*}j:J

:J#!J*?h Pj#J ;‘#V*JV /‘J?!jX##Gj*J? ©J*J Vj?!*jY‘!JV !X !;J :‘?!X7J*? X W !;J?J

G‘!X ?J*}j:J :J#!J*? j# !;J Wj}J G*JG? XW zGKG*!G e gJ#!*G“ zGKG*!G* wG?! zGKG*!G*

3J?! zGKG*!G* PX*!; zGKG*!G G#V ”X‘!; zGKG*!Gh ”j♦![ ?!‘VJ#!? W*X7 -G*KJ!j#'

-G#G'J7J#! :“G?? G??j?!JV j# :X““J:!j#' !;J VG!Gh yJWX*J :X““J:!j#' !;J VG!G* !;J

?!‘VJ#!? ©;X %G*!j:j%G!JV j# !;j? *J?JG*:; ©J*J 'j}J# !;J WjJ“V *J?JG*:;

'‘jVG#:J GYX‘! ;X© !X G#?©J* !;J /‘J?!jX##Gj*J? G#V ;X© !X ;J“% *J?%X#VJ#!?

W‘“Wj““j#' !;J /‘J?!jX##Gj*J?h q*X7 !;J j#j!jG“ Vj?!*jY‘!j#' XW bsm /‘J?!jX##Gj*J?*

!;J Wj#G“ ‘?GY“J *J!‘*#? #‘7YJ*JV ptt* X* G%%*X♦j7G!J“[ tpRh ”X7J j#:X7%“J!J

/‘J?!jX##Gj*J? ©J*J *J!‘*#JV h yJ:G‘?J !;J ?‘*}J[ j? WX* JV‘:G!jX#G“ %‘*%X?J?*

*J?%X#VJ#!? ©J*J #X! *J/‘j*JV !X ?‘Y7j! !;Jj* #G7J?h

”G7%“J ?j]J

C;j? ?!‘V[ ‘?JV ?G7%“J %*X%X*!jX#? G%%*XG:;* G? !;J %X%‘“G!jX# XW

:‘?!X7J* G‘!X ?J*}j:J :J#!J* ©G? #X! K#X©# J♦G:!“[h x??‘7j#' !;G! csR XW

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 96: Jasfar 2001 Mediating Effects of Consumer Trust

ta

?G7%“J %X%‘“G!jX# T:‘?!X7J*? X W :G* ?J*}j:J :J#!J*?' G*J “X[G“ :‘?!X7J*?* G!

bcR :X#WjVJ#:J “J}J“ G#V cR XW !;J 7G*'j# J**X** !;J ?G7%“J ?j]J :G# YJ

:X7%‘!JV ©j!; !;J WX““X©j#' WX*7‘“G TgXX%J* G#V w7X*[* mbbc* %h amcEamp' e

ep/ ' bFj f = =S m

s*cs U s*cs * s*ac * »y * • iiiiiiit• i y ' s iiiiiii tiiiiiiiiiy m s bss y m f bsm

Ts*smrrrp' s*sssapt

# f ”G7%“J ?j]J

6/ f -JG?‘*J XW ?G7%“J Vj?%J*?jX# X* G# J?!j7G!J XW %X%‘“G!jX#

Vj?%J*?jX# fshscimhbr

X% f bbR :X#WjVJ#:J “J}J“ XW J?!j7G!j#' !;J j#!J*}G“ ©j!;j# ©;j:; !X

J♦%J:! %X%‘“G!jX# %*X%X*!jX# f s*smrrrp Ts*scin'

s*sc f ,J?j*JV j#!J*}G“ *G#'J ©j!;j# ©;j:; %X%‘“G!jX# %*X%X*!jX# j?

J♦%J:!JVh

CX!G““[* !;J*J G*J bsm :‘?!X7J*? X W G‘!X ?J*}j:J :J#!J* ©j““ YJ !;J

?G7%“J? X W !;j? ?!‘V[h

U

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 97: Jasfar 2001 Mediating Effects of Consumer Trust

tn

gX#?!*‘:!? ,JWj#j!jX#h -JG?‘*J? G#V H%J*G!jX#G“j]G!jX# LG*jGY“J?

k[%X!;J?J? !J?!j#' ©G? G::X7%“j?;JV Y[ 7JG?‘*j#' G#V

X%J*G!jX#G“j]j#' !;J ?!‘V[ :X#?!*‘:! }G*jGY“J?h

x VJWj#j!jX# WX* !;J ?!‘V[ :X#?!*‘:!? WX““X©? e

6J*:Jj}JV :X77‘#j:G!jX# j? !;J :‘?!X7J*$? %J*:J%!jX# XW ©;G! J7%“X[JJ? ?G[* ;X© !;J[ ?G[ j!* ;X© !;J[ YJ;G}J* ;X© ?J*}j:J X‘!“J!?* 7G:;j#J? G#V X!;J* %;[?j:G“ *J?X‘*:J? “XXKh

6J*:Jj}JV qGj*#J?? j? :‘?!X7J*$? %J*:J%!jX# XW !;J VJ'*JJ XW ’‘?!j:J j# G Wj*7•? YJ;G}jX* G#V j#}X“}J? !;J %*X%*jJ![ X W VJ:j?jX#?* j#:“‘VJe %*X:JV‘*G“ ’‘?!j:J* j#!J*G:!jX#G“ ’‘?!j:J G#V Vj?!*jY‘!j}J ’‘?!j:Jh

6J*:Jj}JV gX7%J!J#:J j? !;J :‘?!X7J*$? %J*:J%!jX# !;G! ?J*}j:J %*X}jVJ** j!? J7%“X[JJ?* X%J*G!jX#G“ ?[?!J7 G#V %;[?j:G“ *J?X‘*:J? ;G}J !;J K#X©“JV'J G#V ?Kj““? *J/‘j*JV !X ?X“}J !;Jj* %*XY“J7? j# G %*XWJ??jX#G“ ©G[h

6J*:Jj}JV 9J“G!jX#?;j% }G“‘J j? :‘?!X7J*$? %J*:J%!jX# XW !;J ?X:jG“ X*

:‘“!‘*G“ WG:!X*? ?‘:; G? !;J “X?? XW ?X:jG“ ?G!j?WG:!jX# W*X7 !;J

G??X:jG!jX#h v! *JWJ*? !X !;J }G“‘J ©;j:; G*J #X! Vj*J:!“[ *J“G!JV !X !;J

%*XV‘:!? G#V ?J*}j:J? XW !;J :X7%G#[ X* !X !;J %*j:J :;G*'JV* Y‘! *G!;J*

!X !;J 7X*J ?‘Y!“J G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h

gX#?‘7J* !*‘?! j? ©j““j#'#J?? !X *J“[ X# G# J♦:;G#'J %G*!#J* j# ©;X7 X#J ;G? :X#WjVJ#:Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 98: Jasfar 2001 Mediating Effects of Consumer Trust

tu

gX#?‘7J* :X77j!7J#! j? G# J♦:;G#'J :‘?!X7J* YJ“jJ}j#' !;G! X#'Xj#' *J“G!jX#?;j% ©j!; :X7%G#[ j? ?X j7%X*!G#! G? !X ©G**G#! 7G♦j7‘7 JWWX*!? 7Gj#!Gj#j#' j!h

g‘?!X7J* ”G!j?WG:!jX# j? G ?j'#jWj:G#! GVVJV }G“‘J W*X7 ?J*}j:J %*X}jVJ* G#V YJ:X7J :‘?!X7J* “X[G“![ !X *J?%X#?J J#:X7%G?? :X7%G#[ “X[G“![h

g‘?!X7J* yJ;G}jX*G“ v#!J#!jX# j? YJ;G}jX* ?j'#G“ !;G! :‘?!X7J*? G*J WX*'j#' YX#V? ©j!; !;J :X7%G#[ X* %Xj?JV !X “JG}J !;J :X7%G#[ X* ?%J#V “J?? ©j!; !;J :X7%G#[h

-JG?‘*J?

gX#?‘7J* !*‘?! j#?!*‘7J#! VJ%“X[JV j# !;j? ?!‘V[ ©G? GVG%!JV W*X7

)G*]J“J*J G#V k‘?!X# Tmbts'* G? !;Jj* ?:G“J !G%? !;J 7G’X* WG:J!? XW !*‘?!

T*J“jGYj“j![* j#!J'*j![* G#V :X#WjVJ#:J'h v!? WX‘* j!J7? G*J GVG%!JV !X 7JG?‘*J !;J

:X#?‘7J*$? %J*:J%!jX# XW !*‘?! j# G 'j}J# :X7%G#[h

C;J :X#?‘7J* :X77j!7J#! :X#?!*‘:!? G*J GVG%!JV W*X7 BG*YG*j#X G#V

zX;#?X# Tmbbb* %h pmEpa' G? j! XWWJ*? ?J}J*G“ WG:J!?* ?‘:; G? %J*?X#G“

jVJ#!jWj:G!jX# ©j!; !;J X*'G#j]G!jX#* %?[:;X“X'j:G“ G!!G:;7J#!* :X#:J*# WX* !;J

W‘!‘*J ©J“WG*J XW !;J X*'G#j]G!jX#* G#V “X[G“![h C;j? ?!‘V[ ‘?J? !;J?J WX‘*

G?%J:!? !X VJ?:*jYJ !;J :X77j!7J#! XW :‘?!X7J*? XW G‘!X ?J*}j:J :J#!J*?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 99: Jasfar 2001 Mediating Effects of Consumer Trust

tc

zX]JJ )G%jJ*J Tmbbr'* 6G*G?‘*G7G#* 4Jj!;G7“ G#V yJ**[ Tmbtt* mbbu'

WG}X* !;J J7%“X[7J#! X W !;J j#?!*‘7J#!? ©;j:; ©J*J ‘?JV ;J*J !X 7JG?‘*J !;J

Vj7J#?jX# XW %J*:Jj}JV :X7%J!J#:Jh

C;J j#?!*‘7J#!? XW (‘7G* J!hG“ Tmbbc' j? ‘?JV !X 7JG?‘*J %J*:Jj}JV

WGj*#J?? ©j!; !;*JJ Vj7J#?jX#?e Vj?!*jY‘!j}J WGj*#J??* j#!J*G:!jX#G“ WGj*#J?? G#V

%*X:JV‘*G“ WGj*#J??h

6J*:Jj}JV :X77‘#j:G!jX# j? 7JG?‘*JV Y[ ‘?j#' G ?:G“J VJ}J“X%JV Y[

x#VJ*?X#* )XVj?; G#V 3Jj!] Tmbtp'h

9J“G!jX#?;j% }G“‘J G*J GVG%!JV W*X7 TyG*#J? G#V g‘7Y[* mbbb' G#V G

}G*jJ![ XW ?X‘*:J? YJ:G‘?J #X G%%*X%*jG!J %*J}jX‘? }G“jVG!JV 7JG?‘*J7J#!

?:G“J? ©J*J G}Gj“GY“Jh

g‘?!X7J* ?G!j?WG:!jX# ©j““ YJ 7JG?‘*JV ‘?j#' BG*YG*j#X* G#V zX;#?X#$?

?:G“J Tmbbb' YJ:G‘?J j! XWWJ*JV :X#!J♦! *J“J}G#! /‘J?!jX#?* ©;J*JG? 4Jj!;G7“*

yJ**[* G#V 6G*G?‘*G7G#$? j#?!*‘7J#!? Tmbbr' G*J ‘?JV !X 7JG?‘*J :‘?!X7J*$?

Y‘[J* j#!J#!jX#?h

C;J :X7%“J!J !J♦! XW !;J 7JG?‘*J7J#! j!J7? ‘?JV j# !;J 7JG?‘*J7J#!

7XVJ“? j? %*X}jVJV j# x%%J#Vj♦ xh

C;J 7JG?‘*J? ‘?JV WX* JG:; :X#?!*‘:! ©J*J J}G“‘G!JV ‘?j#'

:X#Wj*7G!X*[ WG:!X* G#G“[?j?h xW!J* 7j#X* 7XVjWj:G!jX#? WX* VX‘Y“J “XGVj#' G#V

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 100: Jasfar 2001 Mediating Effects of Consumer Trust

tr

#X# “XGVj#' j!J7?* G““ 7JG?‘*J? VJ7X#?!*G!JV G::J%!GY“J “J}J“? XW Wj!*

:X#}J*'J#! }G“jVj![* Vj?:*j7j#G#! }G“jVj![ G#V *J“jGYj“j![h

H%J*G!jX#G“j]G!jX# XW LG*jGY“J?

gX#?!*‘:!? G*J 7JG?‘*JV X# G c %Xj#! )jKJ*! ?:G“Jh ,j*J:!jX#? G*J

%*X}jVJV j# !;J ;JGVj#' X W JG:; %G'J XW !;J j#?!*‘7J#!h v# JG:; :G?J* *J?JG*:;

}G*jGY“J? G*J ?:X*JV X# G ?:G“J XW m WX* +”!*X#'“[ ,j?G'*JJ™ !X c WX* +”!*X#'“[

x'*JJ™h

6J*:Jj}JV :X77‘#j:G!jX# j? !;J :‘?!X7J*$? %J*:J%!jX# XW ©;G! J7%“X[JJ? ?G[* ;X© !;J[ ?G[ j!* ;X© !;J[ YJ;G}J* ;X© ?J*}j:J X‘!“J!?* 7G:;j#J? G#V X!;J* %;[?j:G“ *J?X‘*:J? “XXKh

C;J Wj*?! u j!J7? XW !;J j#?!*‘7J#! Tx%%J#Vj♦ x' GVV*J??J? !;J

%J*:Jj}JV :X77‘#j:G!jX#h C;J !X!G“ G}Gj“GY“J ?:X*J? WX* JG:; }G*jGY“J *G#'J?

W*X7 u* WX* !;J “X©J?! j#Vj:G!X** !X as WX* !;J ;j';J?! j#Vj:G!JV Y[ !;J %J*:Jj}JV

:X77‘#j:G!jX#h C;j? 7JG?‘*J? GVV*J??J? !;J :‘?!X7J* %J*:Jj}JV !;G! !;J

?J*}j:J %*X}jVJ* KJ%! j#WX*7* 'j}J 'XXV GV}j:J* !GKJ !;J :X‘#:J“* !J““j#' !;J

!*‘!; G#V 'J! !;J %X?j!j}J WJJVYG:K !;*X‘'; !;J 'XXV :X77‘#j:G!jX# WG:j“j!jJ?h

3;J*JG? !;J !X!G“ G}Gj“GY“J ?:X*J? VJ:*JG?J?* !;J :X#?‘7J*$? %J*:J%!jX#?

*J'G*Vj#' !;J :X7%G#[$? :X77‘#j:G!jX# VJ:“j#J G::X*Vj#'“[h

6J*:Jj}JV qGj*#J?? j? :‘?!X7J*$? %J*:J%!jX# XW !;J VJ'*JJ XW WGj*#J?? j# G Wj*7 •? YJ;G}jX* G#V j#}X“}J? !;J %*X%*jJ![ XW

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 101: Jasfar 2001 Mediating Effects of Consumer Trust

tp

VJ:j?jX#?* j#:“‘VJe %*X:JV‘*G“ WGj*#J??* j#!J*G:!jX#G“ WGj*#J?? G#V Vj?!*jY‘!j}J WGj*#J??h

6J*:Jj}JV WGj*#J?? j? 7JG?‘*JV ©j!; j!J7? c !;*X‘'; t XW !;J j#?!*‘7J#!

Tx%%J#Vj♦ x'h C;J !X!G“ G}Gj“GY“J ?:X*J *G#'J? W*X7 G 7j#j7‘7 XW u !X G

7G♦j7‘7 XW ash x ?:X*J XW as j? G%%*XG:;JV G? !;J :X#?‘7J* %J*:Jj}JV !;G!

!;J ?J*}j:J %*X}jVJ* j? }J*[ !;X*X‘'; ©j!; G :X7%“Gj#!* %“JG?G#! G#V /‘j:K !X

?X“}J !;J %*XY“J7 G#V j77JVjG!J“[ #X!j:JV !;J*J ©G? G %*XY“J7h 3;J*J !;J

!X!G“ G}Gj“GY“J ?:X*J VJ:*JG?J?* !;J :X#?‘7J*$? %J*:J%!jX#? *J'G*Vj#' !;J

?J*}j:J %*X}jVJ* WGj*#J?? VJ:“j#J? G::X*Vj#'“[h

6J*:Jj}JV gX7%J!J#:J j? !;J :‘?!X7J*$? %J*:J%!jX# !;G! ?J*}j:J %*X}jVJ** j!? J7%“X[JJ?* X%J*G!jX#G“ ?[?!J7 G#V %;[?j:G“ *J?X‘*:J? ;G}J !;J K#X©“JV'J G#V ?Kj““? *J/‘j*JV !X ?X“}J !;Jj* %*XY“J7? j# G %*XWJ??jX#G“ ©G[h

6J*:Jj}JV :X7%J!J#:J j? 7JG?‘*JV ©j!; j!J7? b !;*X‘'; ma XW !;J

j#?!*‘7J#! Tx%%J#Vj♦ x'h C;J !X!G“ G}Gj“GY“J ?:X*J *G#'J? W*X7 G 7j#j7‘7 XW

u !X G 7G♦j7‘7 XW ash C;J ;j';J* ?:X*J j? G%%*XG:;JV G? !;J :X#?‘7J*$?

%J*:J%!jX# *J'G*Vj#' !;J :G%GYj“j![ XW !;J ?J*}j:J %*X}jVJ** j!? J7%“X[JJ?*

X%J*G!jX#G“ ?[?!J7 G#V %;[?j:G“ *J?X‘*:J? G#V ?Kj““ *J/‘j*JV !X ?X“}J !;Jj*

%*XY“J7h 3;J*Jj# !;J :X#?‘7J* %J*:Jj}J? !;J “X©J* :G%GYj“j![ XW !;J ?J*}j:J

%*X}jVJ** !;J !X!G“ ?:X*J ©j““ VJ:*JG?Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 102: Jasfar 2001 Mediating Effects of Consumer Trust

tt

6J*:Jj}JV 9J“G!jX#?;j% }G“‘J j? :‘?!X7J*$? %J*:J%!jX# XW !;J ?X:jG“ X* :‘“!‘*G“ WG:!X*? ?‘:; G? !;J “X?? XW ?X:jG“ ?G!j?WG:!jX# W*X7 !;J G??X:jG!jX#h v! *JWJ*? !X !;J }G“‘J ©;j:; G*J #X! Vj*J:!“[ *J“G!JV !X !;J %*XV‘:!? G#V ?J*}j:J? XW !;J :X7%G#[ X* !X !;J %*j:J :;G*'JV* Y‘! *G!;J* !X !;J 7X*J ?‘Y!“J G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h

9J“G!jX#?;j% }G“‘J j? 7JG?‘*JV ©j!; j!J7? mn !;*X‘'; mr Tx%%J#Vj♦ x'h

C;J !X!G“ G}Gj“GY“J ?:X*J WX* JG:; }G*jGY“J *G#'J W*X7 u* WX* !;J “X©J?!

j#Vj:G!X** !X as WX* ;j';J?! }G“‘J j#Vj:G!JV Y[ !;J :X#?!*‘:!h C;J ;j';J* ?:X*J XW

as j#Vj:G!J? !;G! !;J :X#?‘7J* %J*:Jj}J? !;J ?J*}j:J %*X}jVJ* j#!J*J?!JV WX* j#

'*X©j#' !;J ?%J:jG“ J♦:;G#'J *J“G!jX#?;j%h x? !;J !X!G“ ?:X*J G%%*XG:;J? u* j!

7G[ ?‘''J?! !;G! !;J ?J*}j:J %*X}jVJ* j? #X! j#!J*J?!JV WX* j# '*X©j#' !;J ?%J:jG“

J♦:;G#'J *J“G!jX#?;j%h

9J“G!jX#?;j% }G“‘J *J%*J?J#! J7%j*j:G“ J}jVJ#:J !;G! !;J :X#?‘7J* ;G? G

VJ?j*J !X Y‘j“V !;J *J“G!jX#?;j% ©j!; !;J ?J*}j:J %*X}jVJ* !;*X‘'; ?X:jG“

?G!j?WG:!jX# *J“G!jX#?;j%? * ?‘:; G? G!!J#V ?X:jG“ J}J#!?* !G“K GYX‘! :X77X#

j#!J*J?! YJ?jVJ? ?J*}j:J :G*h

gX#?‘7J* !*‘?! j? ©j““j#'#J?? !X *J“[ X# G# J♦:;G#'J %G*!#J* j# ©;X7 X#J ;G? :X#WjVJ#:Jh

gX#?‘7J* !*‘?! j? 7JG?‘*JV ©j!; j!J7? mp !;*X‘'; as XW !;J j#?!*‘7J#!

Tx%%J#Vj♦ x'h C;J !X!G“ G}Gj“GY“J ?:X*J WX* JG:; }G*jGY“J *G#'J? W*X7 7j#j7‘7

XW u !X G 7G♦j7‘7 XW ash x ?:X*J XW as j? G%%*XG:;JV G? !;J :X#?‘7J*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 103: Jasfar 2001 Mediating Effects of Consumer Trust

tb

%J*:Jj}J? !;G! !;J ?J*}j:J %*X}jVJ* j? %J*WJ:!“[ ;X#J?! G#V !*‘!;W‘“* !*‘“[ ?j#:J*J

j# ;j?i ;J* %*X7j?J? G#V *J“jGY“Jh 3;J*JG? !;J !X!G“ G}Gj“GY“J ?:X*J XW as

VJ:*JG?J?* !;J :X#?‘7J*$? %J*:J%!jX#? *J'G*Vj#' !;J ?J*}j:J %*X}jVJ*

!*‘?!©X*!;j#J?? VJ:“j#J G::X*Vj#'“[h

gX#?‘7J* :X77j!7J#! j? G# J♦:;G#'J :‘?!X7J* YJ“jJ}j#' !;G! X#'Xj#' *J“G!jX#?;j% ©j!; :X7%G#[ j? ?X j7%X*!G#! G? !X ©G**G#! 7G♦j7‘7 JWWX*!? 7Gj#!Gj#j#' j!h

gX#?‘7J* :X77j!7J#! j? 7JG?‘*JV ©j!; j!J7? am !;*X‘'; au XW !;J

j#?!*‘7J#! Tx%%J#Vj♦ x'h CX!G“ G}Gj“GY“J ?:X*J WX* JG:; }G*jGY“J *G#'J? W*X7 u

WX* “J??J* ?!*J#'!;? XW !;J j#Vj:G!X*? G#V ‘% !X as G? :X#?‘7J* :X77j!7J#!

*JG:;J? j!? ‘%%J* “j7j!h

g‘?!X7J* ”G!j?WG:!jX# j? G ?j'#jWj:G#! GVVJV }G“‘J W*X7 ?J*}j:J %*X}jVJ* G#V YJ:X7J :‘?!X7J* “X[G“![ !X *J?%X#?J J#:X7%G?? :X7%G#[ “X[G“![h

g‘?!X7J* ?G!j?WG:!jX# j? 7JG?‘*JV Y[ j!J7? ac !;*X‘'; abh C;J !X!G“

G}Gj“GY“J ?:X*J WX* JG:; }G*jGY“J *G#'J? W*X7 G 7j#j7‘7 XW u !X G 7G♦j7‘7

XW ash C;J ;j';J* ?:X*J X W as j#Vj:G!J? !;G! !;J :X#?‘7J* %J*:Jj}J? !;G! !;J

?J*}j:J %*X}jVJ* j? %“JG?JV ©j!; !;Jj* *J“G!jX#?;j%?* !;j? *J“G!jX#?;j% :X‘“V #X!

YJ 7‘:; YJ!!J* G#V ;Ji ?;J ;G}J YJJ# ;G%%[ ©j!; !;j? *J“G!jX#?;j%h x? !;J !X!G“

?:X*J WX* JG:; }G*jGY“J G%%*XG:;JV u* j! j? G ?j'#G“ !;G! !;J :X#?‘7J* 7G[ ;G}J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 104: Jasfar 2001 Mediating Effects of Consumer Trust

bs

VX‘Y!? *J“G!j}J !X !;J X!;J* J♦:;G#'J %G*!#J*$? j#!J*J?! j# 7Gj#!Gj#j#' !;J

*J“G!jX#?;j%h

g‘?!X7J* yJ;G}jX*G“ v#!J#!jX# j? YJ;G}jX* ?j'#G“ !;G! :‘?!X7J*? G*J WX*'j#' YX#V? ©j!; !;J :X7%G#[ X* %Xj?J !X “JG}J !;J :X7%G#[ X* ?%J#V “J?? ©j!; !;J :X7%G#[h

g‘?!X7J* YJ;G}jX*G“ j? 7JG?‘*JV Y[ j!J7? ns !;*X‘'; uah C;J !X!G“

G}Gj“GY“J ?:X*J WX* JG:; }G*jGY“J *G#'J? W*X7 G 7j#j7‘7 XW mn !X G 7G♦j7‘7

XW rch C;J ;j';J* ?:X*J rc* j#Vj:G!J? !;G! !;J :X#?‘7J* %J*:Jj}J? !;G! ;Ji?;J j?

WX*'j#' YX#V? ©j!; !;J ?J*}j:J %*X}jVJ*h kJi ?;J ©j““ *J:X77J#V !;J ?J*}j:J

%*X}jVJ* !X ?X7J X#J ©;X ?JJK? !;J %G*!j:‘“G* ?J*}j:J* J#:X‘*G'J W*jJ#V? G#V

*J“G!j}J !X :X#V‘:! ?J*}j:J ©j!; !;j? ?J*}j:J %*X}jVJ* G#V ?G[ %X?j!j}J !;j#'?

GYX‘! ?J*}j:J %*X}jVJ* !X X!;J* %JX%“Jh x? !;J !X!G“ ?:X*J WX* JG:; }G*jGY“J

G%%*XG:;J? mn* j! 7G[ ?‘''J?! !;G! !;J :X#?‘7J* %Xj?J !X “JG}J !;J :X7%G#[ X*

?%J#V “J?? ©j!; !;J :X7%G#[h

v#?!*‘7J#! 9J“jGYj“j![ G#V LG“jVj![

9J“jGYj“j![

C;J g*X#YG:; :XJWWj:jJ#! G“%;G j? G# G::J%!JV WX*7‘“G WX* G??J??j#'

j#!J*#G“ :X#?j?!J#:[ *J“jGYj“j![ ©;J# !;J 7JG?‘*J7J#! ?:G“J J7%“X[JV :X#!Gj#?

7‘“!j%“J j!J7? TP‘##G“[* mbpt* %h mpo 6J!J** mbpb* %h t'* G#V ©j““ YJ ‘?JV !X

J?!j7G!J *J“jGYj“j![ XW ?:G“J j!J7? j# !;j? ?!‘V[h g*X#YG:; G“%;G? WX* JG:;

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 105: Jasfar 2001 Mediating Effects of Consumer Trust

bm

*J?JG*:; :X#?!*‘:!? j# !;j? ?!‘V[ ©J*J :G“:‘“G!JV G#V W‘*!;J** !;J ?!‘V[$?

g*X#YG:; G“%;G? G*J :X7%G*JV ©j!; ?j7j“G* :X#?!*‘:! G“%;G? ‘?JV j# %*J}jX‘?

7G*KJ!j#' *J“G!jX#?;j% ?!‘VjJ? TCGY“Jh nhm G#V CGY“Jh nha'h

,VDZz' 6'*' AO%*DVLJ gZ/JV N V u %9 yOz;K%=« p„=WKz«-VOKVDZz TKEzV*%V sm p%=OLz«

A%EE=*KLV„K%*hrt

'<6g*WzO«%*b k%WK«Jb V*W CzK„X N*2>su pEK„J N*22>u

yzOLzK;zW A%E/z„z*Lz'>2 l%Xzz kV/KzOz N*22<u

htr pEK„J V*W 1VOLZVq N*22su

yzOLzK;zW oVKO*z««

TK«„OKD=„K;z '2s ,V:b 1O%j*b V*W AJV*WOV«JzGVOV* N*22>u

yO%LzW=OVZhtr ,V:b 1O%j*b V*W AJV*WOV«JzGVOV* N*22>u

htt w=EVOb pLJzzOV*W p„zz*GVE/ N*22_u

a*„zOVL„K%*VZ '2* ,V:b 1O%j*b V*W AJV*WOV«JzGVOV* N*22>u

RzZV„K%*«JK/ ;VZ=z e 1VEz« V*W A=EDq N*222u

,O=«„

'2_ f%O7V* V*W c=*„ N*225u

'26 tVODVOK*% V*W l%J*«%* N*222u

'>2 kVKXzZzOz V*W c=«„%* N *2>3u

A%EEK„Ez*„'23 f%O7V* V*W c=*„ N*225u

'>s tVODVOK*% V*W l%J*«%* N*222u

A=«„%EzO pV„K«9VL„K%* 's> tVODVOK*% V*W l%J*«%* N*222u

1zJV;K%OVZ a*„z*„K%*«

k%qVZ„q '25 »zK„JVEVk 1zOOq V*W yVOV«=OVEV* N*22<upjK„LJ '<s »zK„JVEVk 1zOOq V*W yVOV«=OVEV* N*22<u

yVq f%Oz's6 »zK„JVEVk 1zOOq V*W yVOV«=OVEV* N*22<u

's_ tVODVOK*% V*W l%J*«%* N*222u

h:„zO*VZ Rz«/%*«z 'ss »zK„DVEVZb 1zOOq V*W yVOV«=OVEV* N*22<u

a*„zO*VZ Rz«/%*«z m »zK„JVEVk 1zOOq V*W yVOV«=OVEV* N*22<u

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 106: Jasfar 2001 Mediating Effects of Consumer Trust

ba

LG“jVj![

C;J j#?!*‘7J#! •? :X#!J#! }G“jVj![ j? YG?JV X# !;J Wj#Vj#'? G#V

:X#:“‘?jX#? X W %G?! *J?JG*:;J? T”7j!;* mbbto -X*'G# G#V k‘#!* mbbuo CG♦*

y*X©# G#V g;G#V*G?;JKG?G#* mbbto (‘7G** ”:;JJ* G#V ”!JJ#KG7%'h

gX#?!*‘:! }G“jVj![ !J?!jWjJ? !X ;X© ©J““ !;J *J?‘“!? XY!Gj#JV W*X7 !;J ‘?J

XW !;J 7JG?‘*J Wj! !;J !;JX*jJ? G*X‘#V ©;j:; !;J !J?! j? VJ?j'#JVh C;j? j?

G??J??JV !;*X‘'; :X#}J*'J#! G#V Vj?:*j7j#G#! }G“jVj![ T”JKG*G#* Q7G* asss*

%hast'h ”j'#jWj:G#! :XJWWj:jJ#! *JW“J:! 'XXV j!J7? ©;j“J j#?j'#jWj:G#! X#J? *JW“J:!

%XX* j!J7? T”J}j““G* J!h x“* mbbp'h C;J Vj?:*j7j#G#! }G“jVj![ ©;j:; X}J* shps WX*

JG:; “XGVj#' WG:!X* j? ?j'#jWj:G#! TP‘##G“[* mbpt' G#V :X#?!*‘:! ©j!; G# G}J*G'J

j#!J* j!J7 :X**J“G!jX# Txvvg' :XJWWj:jJ#! XW shns G#V GYX}J G? j#Vj:G!j#' 'XXV

j!J7? T”J}j““G* J! G“* mbbp* %hams'h C;j? j!J7 G#G“[?j? !J:;#j/‘J j? ‘?JV WX* !J?!?

XW :X#!j#‘X‘? ?:G“j#' ©j!; !;*JJ Tn' X* 7X*J ?:G“J %Xj#!?h C;J )jKJ*! ?:G“J? X*

!;J Yj%X“G* ?:G“J? G*J XW !;j? Kj#Vh gX#}J*'J#! G#V Vj?:*j7j#G!J }G“jVj![ ‘?JV WX*

VJ7X#?!*G!j#' 7‘“!j 7J!;XV :X#}J*'J#:J* ©j““ YJ ‘?JV G? G“!J*#G!j}J 7JG?‘*J?

XW LG“jVj![h

C;J *J?JG*:; ?:G“J? ‘?JV j# !;J ?!‘V[ ©J*J G??J??JV WX* *J“jGYj“j![ G#V

}G“jVj![h g*X#YG:; G“%;G? G#V G}J*G'J j#!J* j!J7 :X**J“G!jX# ©J*J VJ!J*7j#JV

WX* JG:; XW !;J YJ;G}jX*G“ :X#?!*‘:!? ‘?JV j# !;j? ?!‘V[h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 107: Jasfar 2001 Mediating Effects of Consumer Trust

bn

CX 7JG?‘*J !;J }G“jVj![ XW j#?!*‘7J#!?* xvvg Tx}J*G'J v#!J*Ej!J7

gX**J“G!jX#'* j? ‘?JV G#V j! ©G? WX‘#V !;G! G““ XW !;J :XJWWj:jJ#! :X**J“G!jX#

:X#?jVJ*JV ©J*J XW G }G“‘J '*JG!J* !;G# shnsh x? ?‘:;* j! ©G? :X#:“‘VJV !;G! !;J

*J?JG*:; j#?!*‘7J#!? J7%“X[JV j# !;j? ?!‘V[ ©J*J }G“jV T”J}j““G* mbbt'h

C;J g*X#YG:; G“%;G? :G“:‘“G!JV j# !;j? ?!‘V[ G? J?!j7G!J? XW j#!J*#G“

*J“jGYj“j![ 7J! X* J♦:JJVJV %*J}jX‘? ?!‘VjJ?* P‘##G““[$? Tmbpt* %h mp'

*J:X77J#VJV :*j!J*jX# XW hps WX* ?:G“J *J“jGYj“j![h C;‘?* !;J g*X#YG:; x“%;G

Wj#Vj#'? ?‘''J?! !;G! !;J ?!‘V[ :X#?!*‘:!? G*J *J“jGY“Jh q‘*!;J** YJ:G‘?J !;J

?!‘V[$? 7JG?‘*J? ©J*J GVG%!JV W*X7 %*J}jX‘? *J?JG*:;* :X7%G*G!j}J G“%;G

Wj#Vj#'? G*J G“?X %*J?J#!JV X# CGY“J nhah

,VDZz 6'0'pLVZzb RzZKVDKZK„q V*W -VZKWK„q %9 a*Wz/z*Wz*„b Tz/z*Wz*„

V*W fzWKV„K*7 -VOKVDZz«

-VOKVDZz V*W pLVZz a„zE«AO%*DVLJ

gZ/JV«A%z99KLKz*„

g;zOV7za*„zOeK„zE

A%OOzZV„K%*A%EE=*KLV„K%*

=uqS gyswIkua

3'>< 3'<5

*aRgcu Aya cwCyxub

rubbgyl STu SICST

ewxgSgRu suuavAch

yzOLzK;zW 9VKO*z«« 3'ss 3'__rTuV BuIu RuIV STwIwClT BgST kV cwkqbAgyS ebuAxAyS Aya MCgch Sw IuxwbRu STu qIwvbuk6 KAhu xCIu STAS STu qIwvbuk BAx cwIIucSua6 nkkuagASubV ywSgcua STuIu BAx A qIwvbuk6

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 108: Jasfar 2001 Mediating Effects of Consumer Trust

bu

yzOLzK;zW L%E/z„z*Lz 3'>*=ywBbualu Aya xhgbbx rTu ukqbwVuux uEAkgyu fVkqASTuSgc Aya IuAxxCIgyl rTu ukqbwVuux IuAcS MCgchbV

RzZV„K%*«JK/ ;VZ=z 3's_rAbh AvwCS cwkkwy gySuIuxSx =uuqx ywS AccICua bwxx w s xwcgAb xASgxsAcSgwy *bBAVx huuqx bwwxu w s cCxSwkuI IuqCSASgwy *SSuya xwcgAb uRuySx

,O=«„ 3's<*CSw xuIRgcu cuySuI cAyywS vu SICxSua KV ACSw xuIRgcu cuySuI gx quIsucSbV TwyuxS n cAy SICxS kV ACSw xuIRgcu cuySuI <Ay vu cwCySua wy Sw Tubq ku

A%EEK„Ez*„ 3's6<wkkgSSua Sw STgx IubASgwyxTgq iubASgwyxTgq Ax A bwyl SuIk qAISyuIxTgq6

PCVuI.xubbuI IubASgwyxTgq cwCba vu vuSSuI6

rTgx xuIRgcu cuySuI gx MCgSu lwwa6

A=«„%EzO «V„K«9VL„K%* 3's2PwST MCgSu xASgxsgua BgST wCI IubASgwyxTgq6

PuxS ACSw xuIRgcu cuySuI IubASgwyxTgq S ebuAxua BgST wCI IubASgwyxTgq6

fAV wCI IubASgwyxTgq cwCba ywS vu kCcT vuSSuI6

n TARu ywS vuuy TAqqV BgST STgx IubASgwyxTgq6

A%*«=EzO 1zJV;K%OVZ a*„z*„K%*« 3'><fAV qwxgSgRu STgylx AvwCS ACSw xuIRgcu cuySuI iucwkkuya ACSw xuIRgcu cuySuI Sw xwkuwyu 1ycwCIAlu sIguyax Aya IubASgRux *ywSTuI ACSw xuIRgcu cuySuI STAS wssuIx vuSSuI qIgcux

<wySgyCu IubASgwyxTgq AbSTwClT gSx qIgcux gycIuAxu6

eAV A TglTuI qIgcu

fBgScT Sw A AywSTuI ACSw xuIRgcu cuySuI

fAV Sw wSTuI cCxSwkuIx

<wkqbAgy Sw uESuIyAb Aluycgux *aRgxwIV

fuIRgcux

shct

3'56

3'5s

3'5*

3'5<

3'56

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 109: Jasfar 2001 Mediating Effects of Consumer Trust

bc

P X!J?e

\ G l shps e *J“jGY“J TP‘##G“[* mbpt'

\ xyg l shnse }G“jV T”J}j““G* mbbt* %hams'

,G!G x#G“[?j?

C;J*J G*J !;*JJ Kj#V? XW VG!G G#G“[?j? ‘?JV j# !;j? ?!‘V[e :X**J“G!jX#

G#G“[?j?* 7‘“!j%“J *J'*J??jX# G#G“[?j? G#V ?!*‘:!‘*G“ J/‘G!jX# 7XVJ“j#' T”w-'h

— C;J 6JG*?X# 6*XV‘:!E-X7J#! gX**J“G!jX# -J!;XV ©G? ‘?JV !X :X7%“J!J !;J

!J?! X W ;[%X!;J?J? W*X7 kv !X kmrh

— -‘“!j%“J *J'*J??jX# G#G“[?j?

-‘“!j%“J *J'*J??jX# G#G“[?j? ©G? ‘?JV !X !J?! k vp !X kvbh

— ”w- T”!*‘:!‘*G“ w/‘G!jX# -XVJ“j#''

”w- j? ‘?JV !X !J?! ?j'#jWj:G#! 7XVJ“ 7JVjG!j#' }G*jGY“J? TWX* !J?!j#' kas

!X kan'h

CJ?!j#' -JVjG!jX# LG*jGY“J

CX !J?! WX* 7JVjG!jX#* X#J ?;X‘“V J?!j7G!J !;J !;*JJ *J'*J??jX#

J/‘G!jX#? TyG*X# G#V (J##[* mbtr'e Wj*?! *J'*J??j#' !;J 7JVjG!X* X# !;J

j#VJ%J#VJ#! }G*jGY“Jo ?J:X#V* *J'*J??j#' !;J VJ%J#VJ#! }G*jGY“J X# !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 110: Jasfar 2001 Mediating Effects of Consumer Trust

br

j#VJ%J#VJ#! }G*jGY“Jo G#V !;j*V* *J'*J??j#' !;J VJ%J#VJ#! }G*jGY“J X# YX!; !;J

j#VJ%J#VJ#! }G*jGY“J G#V X# !;J 7JVjG!X*h

”J%G*G!J :XJWWj:jJ#!? WX* JG:; J/‘G!jX# ?;X‘“V YJ J?!j7G!JV G#V !J?!JVh

C;J*J j? #X #JJV WX* ;jJ*G*:;j:G“ X* ?!J%©j?J *J'*J??jX# X* !;J :X7%‘!G!jX# XW

G#[ %G*!jG“ X* ?J7j %G*!jG“ :X**J“G!jX#?h C;J?J !;*JJ *J'*J??jX# J/‘G!jX#?

%*X}jVJ !;J !J?!? XW !;J “j#KG'J? X W !;J 7JVjG!jX#G“ 7XVJ“h

CX J?!GY“j?; 7JVjG!jX#* !;J WX““X©j#' :X#Vj!jX#? 7‘?! ;X“Ve qj*?! !;J

j#VJ%J#VJ#! }G*jGY“J 7‘?! GWWJ:! !;J 7JVjG!X* j# !;J Wj*?! J/‘G!jX#o ”J:X#V* !;J

j#VJ%J#VJ#! }G*jGY“J 7‘?! YJ ?;X©# !X GWWJ:! !;J VJ%J#VJ#! }G*jGY“J j# !;J

?J:X#V J/‘G!jX#o G#V C;j*V* !;J 7JVjG!X* 7‘?! GWWJ:! !;J VJ%J#VJ#! }G*jGY“J j#

!;J !;j*V J/‘G!jX#h

vW !;J?J :X#Vj!jX#? G““ ;X“V j# !;J %*JVj:!JV Vj*J:!jX#* !;J# !;J JWWJ:! XW

!;J j#VJ%J#VJ#! }G*jGY“J X# !;J VJ%J#VJ#! }G*jGY“J 7‘?! YJ “J?? j# !;J !;j*V

J/‘G!jX# !;G# j# !;J ?J:X#Vh 6J*WJ:! 7JVjG!jX# ;X“V? jW !;J j#VJ%J#VJ#! }G*jGY“J

;G? #X JWWJ:! ©;J# !;J 7JVjG!X* j? :X#!*X““JVh

v# !;j? ?!‘V[* G ?!*‘:!‘*G“ J/‘G!jX# 7XVJ“ T”w-' ‘?j#' ”!G!j?!j:G“

LJ*?jX# ” TLhc' ”XW!©G*J ©G? ‘!j“j]JV !X !J?! WX* 7JVjG!j#' JWWJ:!?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 111: Jasfar 2001 Mediating Effects of Consumer Trust

bp

g;G%!J* ”‘77G*[

g;G%!J* vvv ;G? %*X}jVJV !;J ?!‘V[$? *J?JG*:; VJ?j'#h q‘*!;J*7X*J* JG:;

J“J7J#! XW !;J *J?JG*:; 7J!;XVX“X'[ ©G? VJ!Gj“JVh )G?!“[* !;J ?!‘V[$? ?!G!j?!j:G“

!J:;#j/‘J? WX* G#G“[]j#' G#V %*J?J#!j#' !;J Wj#Vj#'? ©J*J j#!*XV‘:Jh C;J #J♦!

:;G%!J* ©j““ VJ?:*jYJ !;J G#G“[]j#' G#V Wj#Vj#'? WX* !;J ?!‘V[h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 112: Jasfar 2001 Mediating Effects of Consumer Trust

bt

gkx6Cw9 vL

xPx)Z”v” xP, 69w”wPCxCvHP Hq qvP,vPB”

v#!*XV‘:!jX#

C;J %‘*%X?J XW !;j? :;G%!J* j? !X %*J?J#! *J?JG*:; Wj#Vj#'? ©;j:;

XY’J:!j}J“[ !J?! ©;J!;J* !*‘?! G#V :X77j!7J#! 7JVjG!J !;J *J“G!jX#?;j% YJ!©JJ#

:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??*

*J“G!jX#?;j% }G“‘J G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h q‘*!;J* j# !;j? :;G%!J**

%*X%X?JV ;[%X!;J?J? XW ©;J!;J* :‘?!X7J* ?G!j?WG:!jX# 7JVjG!J? %J*:Jj}JV

?J*}j:J /‘G“j![ G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#? G*J G“?X !J?!JVh

”G7%“J g;G*G:!J*j?!j:?

,J7X'*G%;j: :;G*G:!J*j?!j:? XW *J?%X#VJ#!? G*J *J%X*!JV j# CGY“J uhmh

C;J *J?%X#VJ#!? !J#V !X YJ 7G“J TpahttR'* G'J j? YJ!©JJ# ac !X nu [JG*? X“V*

©J““ JV‘:G!JV T;G}J G :X““J'J VJ'*JJ cchapR'h qj#G#:jG““[ ©J““EXWW

9%hn*css*sss !X 9%hc*sss*sss TOhunphc !X Ohtmahc ' %J* 7X#!; TcshppR'h -X?!

XW !;J *J?%X#VJ#!? G*J WG7j“jJ? ©j!; 7X*J !;G# X#J :;j“V*J# TuahpbR' G#V G*J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 113: Jasfar 2001 Mediating Effects of Consumer Trust

bb

v#VX#J?jG# TccharR'h C;J X::‘%G!jX#? X W *J?%X#VJ#!? ©J*J *X‘';“[ J/‘G“

%X*!jX#? XW 7G#G'J*?* J#!*J%*J#J‘*?* 7G*KJ!J*? G#V ?‘%J*}j?X*?h

,VDZz 5'*',Jz pVE/Zz AJVOVL„zOK«„KL« %9 A=«„%EzO %9 g=„% pzO;KLz Az*„zO

A=«„%EzO AJVOVL„zOK«„KL« gE%=*„ I* pz:

V' fVZz _<s s0'>>D' ozEVZz amm 0s'*0

a g7zV' kz«« „JV* 0_ qzVO 0_ 6'0*D' 0_ e 6_ qzVO« 6_2 5<'*5L' 6 _ e5 5 qzVO« 0s2 6_'><W' 5_ e __ qzVO« 25 *0'3>z' f%Oz „JV* __ am 0's3

6 a*L%Ez /zO E%*„J NO=/KVJ r dp W%ZZVOu V' kz«« „JV* R/'0b333b333 r M 0_3 _ 3'<5D' R/'0b333'333 e R/'6b_33b333 r M 0_3 e M 56s'_ 63s 62'5<L' R/'6b_33b333 e R/'_b333b333 r M 56s'_ e M <0_ 62_ _3'ssW' R/'_b333b333 e R/'<b_33b333 r M <0_ e M >*0'_ rr >'5>z' f%Oz „JV* R/'<b_33b33 r M >*0'_ _ 3'<5

5 fVOK„VZ «„V„=« V' pK*7Zz *<2 0*'s0D' fVOOKzW jK„J%=„ LJKZW s3 >'22L' fVOOKzW jK„J %*z LJKZW *5< *>'s<W' fVOOKz« jK„J E%Oz „JV* %*z LJKZW 666 50's2z' TK;%OLz <3 s's*

_ h„J*KLV' a*W%*z«KV* 66> 56'55D' AJK*z«z 553 __'0sL' B„JzO« ms *'0>

r hW=LV„K%*V' hZzEz*„VOq pLJ%%Zrl=*K%O cK7J pLJ%%Z _ 3'<5D' pz*K%O cK7J pLJ%%Z 563 __'0<L' A%ZZzV7=z 66> 56'55W' d*K;zO«K„q _ 3'<5

s BLL=/V„K%*V' fV*V7zO *<< 0*'65D' t%;zO*Ez*„ B99KLKVZ 0_ 6'0*L' ,zLJ*KLKV* 6_ 5'_3W' h*„Oz/Oz*z=O 0s* 65'>6z' ,zVLJzOrkzL„=OzO *_ *'269' fVOGz„zO *<* 03'<2

' ' p p=/zO;K«%O *3_ *6'_3

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 114: Jasfar 2001 Mediating Effects of Consumer Trust

*33

k[%X!;J?J? CJ?!j#'

yJWX*J %*X:JJVj#' ©j!; !;J !J?!j#' XW ;[%X!;J?J?* CGY“J uha* *J%X*!? !;J

*J?‘“!? XW !;J :X**J“G!jX# XW !;J :X#?!*‘:!? ‘#VJ* ?!‘V[ j# kmEkmrh

,VDZz 5'0'Rz«=Z„« %9 yzVO«%* A%OOzZV„K%* cq/%„Jz«KXzW

-VOKVDZz N«u cq/%„Jz«KXzW yzVO«%*A%KOzZV„K%* / ;VZ=z

yzOLzK;zW A%EE=*KLV„K%* jK„J<wyxCkuI <wkkgSkuyS cb '*22 hsss<wyxCkuI rICxS J a '065 hsss<wyxCkuI PuTARgwIAb nySuySgwyx J n '33_ '>22<CxSwkuI fASgxsAcSgwy cvn e'36s '02<

yzOLzK;zW oVKO*z«« jK„J<wyxCkuI <wkkgSkuyS cu '3<6 '3>3<wyxCkuI rICxS c« '**s hssm<wyxCkuI PuTARgwIAb nySuySgwyx c9K e'3<5 '3s_<CxSwkuI fASgxsAcSgwy #( e'3s0 '35_

yzOLzK;zW A%E/z„z*Lz jK„J<wyxCkuI <wkkgSkuyS J p '5<_ hsss<wyxCkuI rICxS cQ '*26 hsss<wyxCkuI PuTARgwIAb nySuySgwyx c% e'3<3 '326<CxSwkuI fASgxsAcSgwy cb« e'362 '0ss

RzZV„K%*«JK/ -VZ=z jK„J<wyxCkuI <wkkgSkuyS c*s e'3_> '3*5<wyxCkuI rICxS c! '<0< hsss<wyxCkuI PuTARgwIAb nySuySgwyx cma '5*2 hsss<CxSwkuI fASgxsAcSgwy cKr e'3s2 '30<

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 115: Jasfar 2001 Mediating Effects of Consumer Trust

*3*

k[%X!;J?J? F m

k[%X!;J?J? F m Tkv' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* :X77j!7J#! j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; !;J x#VJ*?X# G#V 3Jj!]* mbtbo

x#VJ*?X# G#V PG*‘?* mbbso -X*'G# G#V k‘#!* mbbuh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXje C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* :X77j!7J#!h

kG“e C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* :X77j!7J#!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW hmbb ©G? ?j'#jWj:G#! T%d hssm'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kXj* !;J*JWX*J *J’J:!JV* %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j% YJ!©JJ# %J*:Jj}JV

:X77‘#j:G!jX# G#V :X#?‘7J* :X77j!7J#!h

k[%X!;J?J? F a

k[%X!;J?J? F a Tka' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X77‘#j:G!jX# ©j!; !*‘?! j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j? 'G‘'JV j#

G::X*VG#:J ©j!; !;J x#VJ*?X#* )XVj?;* G#V 3Jj!] Tmbtb' G#V -X*'G# G#V k‘#!

Tmbbu' ?!‘VjJ?h

qX*7G““[ ?!G!JV !;J #‘““ ;[%X!;J?J? G#V G“!J*#G!J G*J G? WX““X©?e

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 116: Jasfar 2001 Mediating Effects of Consumer Trust

*30

kXae C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* !*‘?!h

kGae C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X77‘#j:G!jX# G#V :X#?‘7J* !*‘?!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW hmbb ©G? ?j'#jWj:G#! T%d hssm'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kXa* ©G?* !;J*JWX*J* *J’J:!JV* G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* !*‘?!h

k[%X!;J?J? F n

k[%X!;J?J? F n Tkn' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h C;j? *J“G!jX#?;j%

j? 'G‘'JV j# G::X*VG#:J ©j!; !;J ,‘#:G# G#V -X*jG!j* mbbto 4Jj!;G7“* yJ**[

G#V 6G*G?‘*G7G#* mbbrh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXne C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kGn e C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 117: Jasfar 2001 Mediating Effects of Consumer Trust

msn

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW hssc ©G? #X! ?j'#jWj:G#! T%d htbb'h

kXn* !;J*JWX*J :X‘“V #X! YJ *J’J:!JVh -JG#j#' G :X**J“G!jX# YJ!©JJ#

%J*:Jj}JV :X77‘#j:G!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? ©G? #X!

?‘%%X*!JV j# !;j? ?!‘V[h

k[%X!;J?J? F u

k[%X!;J?J? F u Tku' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV WGj*#J?? G#V :X#?‘7J* :X77j!7J#! j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j?

'G‘'JV j# G::X*VG#:J ©j!; !;J yJ**[* mbbbo ”JjVJ*?* (G!;“JJ# G#V )JX#G*V )h

yJ**[* mbbth

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXue C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* :X77j!7J#!h

kGue C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J??G#V :X#?‘7J* :X77j!7J#!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW hsrn ©G? #X! ?j'#jWj:G#!

T%dsts'h

kXu* !;J*JWX*J :X‘“V #X! YJ *J’J:!JVh -JG#j#' G :X**J“G!jX# YJ!©JJ#

%J*:Jj}JV WGj*#J?? G#V :X#?‘7J* :X77j!7J#! ©G? #X! ?‘%%X*!JV j# !;j? ?!‘V[h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 118: Jasfar 2001 Mediating Effects of Consumer Trust

msu

k[%X!;J?J? F c

k[%X!;J?J? F c Tkc' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV WGj*#J?? G#V !*‘?! j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j? 'G‘'JV j#

G::X*VG#:J ©j!; !;J yJ**[$? ?!‘V[ Tmbbb'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXce C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* !*‘?!

kGce C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J??G#V :X#?‘7J* !*‘?!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! ©G? WX‘#V !X YJ shmmp T% dhss“'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kXc* ©G?* !;J*JWX*J* *J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* !*‘?!h

k[%X!;J?J? F r

k[%X!;J?J? F r Tkr' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV WGj*#J?? ©j!; :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#? j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#*

mbbrh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 119: Jasfar 2001 Mediating Effects of Consumer Trust

msc

kXre C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#h

kGre C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehsru* ©G? #J'G!j}J G#V #X!

?j'#jWj:G#! T% dspc'h

kXr ©G?* !;J*JWX*J* :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX#

YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? :X‘“V #X! YJ

%*X}jVJV ?‘%%X*! j# !;j? ?!‘V[h

k[%X!;J?J? N p

k[%X!;J?J? F p Tkp' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* :X77j!7J#! j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; yJ**[* mbbbo 6G*G?‘*G7G#* 4J!;G7“

G#V yJ**[* mbbuh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXpe C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* :X77j!7J#!h

kGpe C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X7%J!J#:J G#V :X#?‘7J* :X77j!7J#!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 120: Jasfar 2001 Mediating Effects of Consumer Trust

msr

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! ©G? WX‘#V !X YJ shmbn T% dssm'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kXp* ©G?* !;J*JWX*J* *J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV :X7%J!J#:J :X#?‘7J* :X77j!7J#!h

k[%X!;J?J? F t

k[%X!;J?J? F t Tkt' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?! j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j?

'G‘'JV j# G::X*VG#:J ©j!; yJ**[* mbbbo zX]JJ )G%jJ*J* mbbrh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXte C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?!h

kGte C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! ©G? WX‘#V !X YJ shurc T% dssm'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kXt ©G?* !;J*JWX*J* *J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* !*‘?!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 121: Jasfar 2001 Mediating Effects of Consumer Trust

msp

k[%X!;J?J? F b

k[%X!;J?J? F b Tkb' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j% YJ!©JJ#

%J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J* YJ;G}jX* j#!J#!jX#?h C;j? *J“G!jX#?;j% j?

'G‘'JV j# G::X*VG#:J 6G*G?‘*G7G#* yJ**[ G#V 4Jj!;G7“ Tmbbr'o CG[“X** G#V

yGKJ* Tmbbu'o w''J*!* Tasss'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXbe C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kGbe C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV:X7%J!J#:J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehsrs* j#Vj:G!J? !;G! !;J*J J♦j?!?* G

#J'G!j}J *J“G!jX#?;j% T #X! ?j'#jWj:G#!' YJ!©JJ# !;J?J }G*jGY“J? T % dshsbn'h

kXb* ©G?* !;J*JWX*J :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX#

YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? :X‘“V #X!

?‘%%X*!JV j# !;j? ?!‘V[h

k[%X!;J?J? F ms

k[%X!;J?J? F ms Tkms' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J ©j!; :X#?‘7J* :X77j!7J#! j# !;j? ?!‘V[h

C;j? *J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; g‘7Y[ G#V yG*#J?* Tmbbb'o

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 122: Jasfar 2001 Mediating Effects of Consumer Trust

mst

,X#J[ G#V gG#X# Tmbbp'o ,©[J** ”;‘** G#V H; Tmbtp'o -X*'G# G#V k‘#!

Tmbbu'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kX mse C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* :X77j!7J#!h

kG“He C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* :X77j!7J#!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehsct* j#Vj:G!J? G #J'G!j}J T#X!

?j'#jWj:G#!' YJ!©JJ# !;J?J }G*jGY“J?o T%d msu'h

kX ms* :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX# YJ!©JJ# *J“G!jX#?;j%

}G“‘J G#V :X#?‘7J* :X77j!7J#! ©G? #X! :X#Wj*7JVh

k[%X!;J?J? Fmm

k[%X!;J?J? F mm Tk ““' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?! j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j?

'G‘'JV j# G::X*VG#:J ©j!; g‘7Y[ G#V yG*#J? Tmbbb'o ,X#J[ G#V gG#X#

Tmbbp'h ,©[J** ”;‘** G#V H; Tmbtp'o -X*'G# G#V k‘#! Tmbbu'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

k X““e C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 123: Jasfar 2001 Mediating Effects of Consumer Trust

msb

k G““e C;J*J j? %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?!h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehrar* j#Vj:G!J? G #J'G!j}J

*J“G!jX#?;j% T #X! ?j'#jWj:G#!' YJ!©JJ# !;J?J }G*jGY“J? T% dsss'h

k X““* !;J*JWX*J YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX# YJ!©JJ# %J*:Jj}JV

*J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?! YJ ?‘%%X*!JV j# !;j? ?!‘V[h

k[%X!;J?J? Fma

k[%X!;J?J? F ma Tkva' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? j# !;j? ?!‘V[h

C;j? *J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; w''J*! Tasss'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kX mae C;J*J j? #X %X?j!j}J 6JG*?X# :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V j!? :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kG“ae C;J*J j? %X?j!j}J 6JG*?X# :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V j!? :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW humb ©G? ?j'#jWj:G#! T% d hssm'*

j#Vj:G!j#' !;G! !;J*J J♦j?!? G ?!*X#' *J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J?h

kX ma* ©G?* !;J*JWX*J* *J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j%

YJ!©JJ# *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 124: Jasfar 2001 Mediating Effects of Consumer Trust

**3

k[%X!;J?J? F mn

k[%X!;J?J? F mn Tkmn' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :X77j!7J#! j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; !;J yG*#J? G#V g‘7Y[ Tmbbb'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kX mne C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :‘?!X7J* ?G!j?WG:!jX#h

kG“ ne C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :‘?!X7J* ?G!j?WG:!jX#h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehsnp* j#Vj:G!j#' G #J'G!j}J

*J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J? T#X! ?j'#jWj:G#!* % dhabr'h

kX mn* !;J*JWX*J :X‘“V #X! YJ *J’J:!JVh C;j? 7JG#? !;G! !;J :X**J“G!jX#

YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V :‘?!X7J* ?G!j?WG:!jX# :X‘“V #X! YJ

?‘%%X*!JV j# !;j? ?!‘V[h

k[%X!;J?J? F mu

k[%X!;J?J? F mu Tkv u' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV WGj*#J?? ©j!; :‘?!X7J* ?G!j?WG:!jX# j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; !;J g‘7Y[ G#V yG*#J? mbbbh

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 125: Jasfar 2001 Mediating Effects of Consumer Trust

v “ “

kX“ue C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* ?G!j?WG:!jX#h

kG“ ue C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* ?G!j?WG:!jX#h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehspa* ©G? #J'G!j}J G#V #X!

?j'#jWj:G#! T% dsuc'h

kX mu ©G?* !;J*JWX*J* :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX#

YJ!©JJ# %J*:Jj}JV WGj*#J?? G#V :‘?!X7J* ?G!j?WG:!jX# :X‘“V #X! YJ %*X}jVJV

?‘%%X*! j# !;j? ?!‘V[h

k[%X!;J?J? F mc

k[%X!;J?J? F mc Tkv c' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# %J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J* ?G!j?WG:!jX# j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J 6G*G?‘*G7G#* yJ**[ G#V 4Jj!;G7“ Tmbbr'o

6J[*X!* gXX%J* G#V ”:;#G%W* Tmbbn'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kX mce C;J*J j? #X %X?j!j}J :X**J“G!jX# YJ!©JJ# G %J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J* ?G!j?WG:!jX#h

k G“ce C;J*J j? G %X?j!j}J :X**J“G!jX# YJ!©JJ# G %J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J* ?G!j?WG:!jX#h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 126: Jasfar 2001 Mediating Effects of Consumer Trust

mma

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehsnb* j#Vj:G!J? G #J'G!j}J

*J“G!jX#?;j% T#X! ?j'#jWj:G#!' YJ!©JJ# !;J?J }G*jGY“J? T % dhapp'h

kX mc* !;J*JWX*J* :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX# YJ!©JJ#

%J*:Jj}JV :X7%J!J#:J G#V :‘?!X7J* ?G!j?WG:!jX# :X‘“V #X! YJ ?‘%%X*!JV j# !;j?

?!‘V[h

k[%X!;J?J? Fmr

k[%X!;J?J? F mr Tkv r' :X#:J*#? G %X??jY“J %X?j!j}J *J“G!jX#?;j%

YJ!©JJ# *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* ?G!j?WG:!jX# j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; g‘7Y[ G#V yG*#J? Tmbbb'o ,X#J[

G#V gG#X# Tmbbp'o -X*'G# G#V k‘#! Tmbbu'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kX mre C;J*J j? #X %X?j!j}J 6JG*?X# :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* ?G!j?WG:!jX#h

kG“re C;J*J j? %X?j!j}J 6JG*?X# :X**J“G!jX# YJ!©JJ# %J*:Jj}JV *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* ?G!j?WG:!jX#h

C;J 6JG*?X# :X**J“G!jX# :XJWWj:jJ#! XW Ehspb* j#Vj:G!J? !;G! !;J*J J♦j?!?* G

*J“G!jX#?;j% YJ!©JJ# !;J?J }G*jGY“J? T% dsar'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 127: Jasfar 2001 Mediating Effects of Consumer Trust

**6

kX mr* ©G?* !;J*JWX*J* :X‘“V #X! YJ *J’J:!JV* 7JG#j#' G :X**J“G!jX#

YJ!©JJ# *J“G!jX#?;j% }G“‘J G#V :‘?!X7J* ?G!j?WG:!jX# :X‘“V #X! YJ ?‘%%X*!JV

j# !;j? ?!‘V[h

CX !J?! k mp* kmt* kmb G#V kas* G *J'*J??jX# G#G“[?j? ©G? J7%“X[JVh

C;J *J?‘“!? XW !;J ?!‘V[ :G# YJ ?JJ# j# CGY“J uhnh !X CGY“J uhph

k[%X!;J?J? Fmp

C;J XY’J:!j}J XW !J?!j#' !;j? ;[%X!;J?J? ©G? !X VJ!J*7j#J ©;J!;J*

?j7‘“!G#JX‘? %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV

WGj*#J??* %J*:Jj}JV :X7%J!J#:J' j#W“‘J#:J :‘?!X7J* ?G!j?WG:!jX#h

qX*7G““[ ?!G!JV !;J #‘““ ;[%X!;J?J? G#V G“!J*#G!J G*J G? WX““X©?e

kX“pe C;J*J j? #X %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ X W !;J WX““X©j#' j#VJ%J#VJ#! }G*jGY“J?e %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V VJ%J#VJ#! }G*jGY“J :‘?!X7J*?G!j?WG:!jX#h

kG“ pe C;J*J j? %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ X W !;J WX““X©j#' j#VJ%J#VJ#! }G*jGY“J?e %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V VJ%J#VJ#! }G*jGY“J :‘?!X7J*?G!j?WG:!jX#h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 128: Jasfar 2001 Mediating Effects of Consumer Trust

mmu

C;J *J'*J??jX# *J?‘“!? ©j!;j# CGY“J uhn j#Vj:G!J !;G! !;J q }G“‘J ©G?

marhmr G#V T% d hssm'h C;‘?* #‘““ ;[%X!;J?j? TkXjp'* ©G?* !;J*JWX*J* *J’J:!JV

G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j% YJ!©JJ# G““ XW j#VJ%J#VJ#! }G*jGY“J?

T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??' G#V

:‘?!X7J* ?G!j?WG:!jX#h

C;J :XJWWj:jJ#! VJ!J*7j#G#! T9a' ©G? shnb”h C;j? *J?‘“! j#Vj:G!J? !;G!

WX‘* }G*jGY“J? :X#!*jY‘!J us a !X :‘?!X7J* ?G!j?WG:!jX# ©;J*JG? rs R XW

:‘?!X7J* ?G!j?WG:!jX# j? VJ!J*7j#JV Y[ X!;J* WG:!X*?h kX©J}J** ©;J#

:X#?jVJ*j#' !;J WX‘* j#VJ%J#VJ#! }G*jGY“J?* X#“[ *J“G!jX#?;j% }G“‘J G%%JG* !X

J♦J*! G ?!*X#' %X?j!j}J j#W“‘J#:J ©j!; YJ!G :XJWWj:jJ#! XW shra”* C }G“‘J XW

aahaup T% dssm'h 6J*:Jj}JV :X77‘#j:G!jX# G#V %J*:Jj}JV WGj*#J?? J♦J*! G

#J'G!j}J* #X# ?j'#jWj:G#! j#W“‘J#:Jh 6J*:Jj}JV :X7%J!J#:J* J}J# !;X‘'; ;G}J G

%X?j!j}J *J“G!jX#?;j%* Y‘! ©JGK G#V #X! ?j'#jWj:G#! T% d husm'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 129: Jasfar 2001 Mediating Effects of Consumer Trust

mmc

,VDZz 5'6'Rz7Oz««K%* Rz«=Z„« 9%O cq/%„Jz«KXzW RzZV„K%*«JK/« Nc*su

Rz7Oz««K%* p=EEVOq 9%O Tz/z*Wz*„ -VOKVDZz A=«„%EzO pV„K«9VL„K%*R) '<0>5<>0_i R0) '6252s065i gW4=«„zW R0 ) '62*>5*_5oN5i ss6u ) *0<'*< i / x 3'3333i p„LkhOO%O % 9 z«„KEV„z v '<*_23

6pkhOO' %9

66 pkhOO' %9 / *Nss6u /eZz;zZ

a*„zOLz/„ 3'>_6 3'*>3 5's5_ 3'333

yzOLzK;zW e3'306 3'30> e3'3*s 3'30* e3'>05 3'5*3A%EE=*KLV„K%*

yzOLzK;zW oVKO*z«« e3'3_3 3'30> e3'35< 3'30< e*'s>0 3'3s_yzOLzK;zW 3'305 3'302 3'363 3'36< 3'>53 3'53*

A%E/z„z*Lz

RzZV„K%*«JK/ ;VZ=z 3'<0_ 3'30> 3'<26 3'36* 00'05s 3'333

g*VZq«K« % 9 -VOKV*Lz NgnB-gui Tz/z*Wz*„ -VOKVDZzv A=«„%EzO pV„K«9VL„K%*p=E« %9 W9 fzV*« o /eaz;zZp$=VOz« p$=VOz

Rz7Oz««' *2*'5*2_ 5 5s'>_5>s *0<'*_<2 3'333Rz«KW=VZ 026'003s ss6 3'6s260>

,%„VZ 5>5'<530

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 130: Jasfar 2001 Mediating Effects of Consumer Trust

mmr

k[%X!;J?J?F mt

C;J XY’J:!j}J XW !J?!j#' !;j? ;[%X!;J?J? ©G? !X VJ!J*7j#J ©;J!;J*

?j7‘“!G#JX‘? %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV

WGj*#J??* %J*:Jj}JV :X7%J!J#:J' j#W“‘J#:J :X#?‘7J* !*‘?!h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

k Xjte C;J*J j? #X %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XW !;J WX““X©j#' j#VJ%J#VJ#! }G*jGY“J?e %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J* G#V :X#?‘7J* !*‘?!h

kG“ te C;J*J j? %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XW !;J WX““X©j#' j#VJ%J#VJ#! }G*jGY“J?e :X7%G#[$?:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J G#V :X#?‘7J* !*‘?!h

C;J *J'*J??jX# *J?‘“!? ©j!;j# CGY“J uhu j#Vj:G!J !;G! !;J q }G“‘J XW cthtt

©G? ?j'#jWj:G#! T%d hssm'h C;‘?* #‘““ ;[%X!;J?j? TkX“t'* ©G?* !;J*JWX*J* *J’J:!JV

G#V %*X}jVj#' ?‘%%X*! WX* G %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XW

j#VJ%J#VJ#! }G*jGY“J? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J*

%J*:Jj}JV WGj*#J??' G#V :X#?‘7J* !*‘?!h

C;J :XJWWj:jJ#! VJ!J*7j#G#! T9]' ©G? hanh C;j? *J?‘“! j#Vj:G!J? !;G! WX‘*

}G*jGY“J? :X#!*jY‘!J an R !X :X#?‘7J* !*‘?! ©;J*JG? pp R XW :X#?‘7J* !*‘?! j?

VJ!J*7j#JV Y[ X!;J* WG:!X*?h kX©J}J** ©;J# :X#?jVJ*j#' !;J WX‘* j#VJ%J#VJ#!

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 131: Jasfar 2001 Mediating Effects of Consumer Trust

mmp

j#Vj}jV‘G“ }G*jGY“J?* X#“[ %J*:Jj}JV :X77‘#j:G!jX# G#V %J*:Jj}JV :X7%J!J#:J

?j'#jWj:G#!“[ %*JVj:! :X#?‘7J* !*‘?!h

,VDZz 5'5'Rz7Oz««K%* Rz«=Z„« 9%O cq/%„Jz«KXzW RzZV„K%*«JK/« Nca>u

Rz7Oz««K%* p=EEVOq 9%O Tz/z*Wz*„ -VOKVDZz v A%*«=EzO ,O=«„R) '5>6_30s5i R0) '066ss523i gW4=«„zW R0 ) '002>35>6oN5i ss0u ) _>'>>5 i / x 3'3333i p„WPhOO%O % 9 z«„KEV„z v '__s05

spkhOO' %9

s s pkhOO' % 9 3 „Nss0u /eZz;zZ

a*„zOLz/„ *'606 3'*<6 >'**s shsssyzOLzK;zW 3'*0< 3'360 3'3s6 3'3*2 6'26> shsss

A%EE=*KLV„K%*

yzOLzK;zW oVKO*z«« shsas 3'360 3'3*_ 3'306 3'<5s 3'_*>

yzOLzK;zW 3'553 3'360 3'5_3 3'366 *6's3> shsssA%E/z„z*Lz

n%* hL%*%EKL e3'36< 3'360 e3'360 3'30> e*'*50 3'0_5

g*VZq«K« % 9 -VOKV*Lz NgnB-gui Tz/z*Wz*„ -VOKVDZzv A%*«=EzO ,O=«„p=E« %9 T9 fzV*« o /eaz;zZp$=VOz« p$=VOz

Rz7Oz««' s6'*6<2> 5 *>'0>505 _>'>>50* shsssRz«KW=VZ 062's*_0 ss0 3'6*3_*0

,%„VZ 6*0'>_0*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 132: Jasfar 2001 Mediating Effects of Consumer Trust

mmt

k[%X!;J?J? F mb

C;J XY’J:!j}J X W !J?!j#' !;j? ;[%X!;J?J? ©G? !X VJ!J*7j#J ©;J!;J*

?j7‘“!G#JX‘? %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV

WGj*#J??* %J*:Jj}JV :X7%J!J#:J' j#W“‘J#:J VJ%J#VJ#! }G*jGY“J :X#?‘7J*

:X77j!7J#!h

qX*7G““[ ?!G!JV !;J #‘““ ;[%X!;J?J? G#V G“!J*#G!J G*J G? WX““X©?e

kX mbe C;J*J G*J #X %X?j!j}J “j#JG* *J“G!jX#?;j%? YJ!©JJ# G““ XW %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T:X7%G#[$? %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* :X77j!7J#!h

kG“be C;J*J G*J %X?j!j}J “j#JG* *J“G!jX#?;j%? YJ!©JJ#e G““ XW %J*:Jj}JV ?J*}j:J /‘G“j![ T:X7%G#[$? %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V VJ%J#VJ#! }G*jGY“J :X#?‘7J* :X77j!7J#!h

C;J *J'*J??jX# *J?‘“!? ©j!;j# CGY“J uhch j#Vj:G!J !;G! !;J q }G“‘J XW

mthst ©G? ?j'#jWj:G#! T% dssm'h C;‘?* #‘““ ;[%X!;J?j? TkX“b' * ©G?* !;J*JWX*J*

*J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XW

j#VJ%J#VJ#! }G*jGY“J? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J*

%J*:Jj}JV WGj*#J??' G#V :‘?!X7J* ?G!j?WG:!jX#h

C;J :XJWWj:jJ#! VJ!J*7j#G#! T9a' ©G? hstro !;J q }G“‘J mthspro G#V

?j'#jWj:G#! G! !;J % }G“‘J dhssmh C;j? *J?‘“! ?‘''J?!? !;G! WX‘* }G*jGY“J?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 133: Jasfar 2001 Mediating Effects of Consumer Trust

mmb

:X#!*jY‘!J !X *J“G!jX#?;j% :X77j!7J#! tR ©;J*JG? ba a X W *J“G!jX#?;j%

:X77j!7J#! j? VJ!J*7j#JV Y[ X!;J* WG:!X*?h kX©J}J** ©;J# :X#?jVJ*j#' !;J

WX‘* j#VJ%J#VJ#! }G*jGY“J?* X#“[ %J*:Jj}JV :X77‘#j:G!jX# G#V %J*:Jj}JV

:X7%J!J#:J ?j'#jWj:G#!“[ %*JVj:! :X#?‘7J* :X77j!7J#!h

,VDZz 5'_'Rz7Oz««K%* Rz«=Z„« 9%O cq/%„Jz«KXzW RzZV„K%*«JK/« Nc*2u

Rz7Oz««K%* p=EEVOq 9%O Tz/z*Wz*„ -VOKVDZz v A%*«=EzO A%EEK„Ez*„R) '0205<<66 i R0) '3>_66<6<i gW4=«„zW R0 ) '3>3>35_6oN5i ss6u ) *>'3s<i / x 3'3333i p„LkhOO%O % 9 z«„KEV„z v 's6<2>

sp„hOO' %9

ss p„hOO' % 9 3 wss6u /eZz;zZ

a*„zOLz/„ 0'0_* 3'0*_ *3'5<6 shsssyzOLzK;zW 3'*22 3'36_ 3'*53 3'30_ _'<>< shsss

A%EE=*KLV„K%*yzOLzK;zW oVKO*z«« 3'3>_ 3'36_ 3'3s_ 3'36* 0'55_ 3'3*_

yzOLzK;zW 3'*52 3'36_ 3'*>5 3'356 5'053 shsssA%E/z„z*Lz

n%* hL%*%EKL e3'36< 3'36_ e3'362 3'36s e*'36> 3'633

g*VZq«K« % 9 -VOKV*Lz NgnB-gui Tz/z*Wz*„ -VOKVDZzv A%*«=EzO A%EEK„Ez*„p=E« %9 W9 fzV*« o /eZz;zZp$=VOz« p$=VOz

Rz7Oz««' 62'0s*6< 5 2'>0s>5 *>'3s<** shsssRz«KW=VZ 5*2'>5<_ ss6 3'_56*62

,%„VZ 5_2'**s>

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 134: Jasfar 2001 Mediating Effects of Consumer Trust

mas

k[%X!;J?J? F as

C;J XY’J:!j}J X W !J?!j#' !;j? ;[%X!;J?J? ©G? !X VJ!J*7j#J ©;J!;J*

?j7‘“!G#JX‘? %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV

WGj*#J??* %J*:Jj}JV :X7%J!J#:J' j#W“‘J#:J :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

qX*7G““[ ?!G!JV !;J #‘““ ;[%X!;J?J? G#V G“!J*#G!J G*J G? WX““X©?e

kXase C;J*J G*J #X %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ# G““ XW %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T:X7%G#[$? %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

kGase C;J*J j? G %X?j!j}J “j#JG* *J“G!jX#?;j% YJ!©JJ#e G““ XW %J*:Jj}JV ?J*}j:J /‘G“j![ T:X7%G#[$? %J*:Jj}JV:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* %J*:Jj}JV *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;J *J'*J??jX# *J?‘“!? ©j!;j# CGY“J uhr j#Vj:G!J !;G! !;J q }G“‘J XW

uahsnt ©G? ?j'#jWj:G#! T% d hssm'h C;‘?* #‘““ ;[%X!;J?j? TkXas'* ©G?* !;J*JWX*J*

*J’J:!JV G#V %*X}jVj#' ?‘%%X*! WX* G *J“G!jX#?;j% YJ!©JJ# G““ X W j#VJ%J#VJ#!

}G*jGY“J? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??'

G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;J :XJWWj:jJ#! VJ!J*7j#G#! T9a' ©G? hmpuo C;j? *J?‘“! ?‘''J?!? !;G!

WX‘* }G*jGY“J? :X#!*jY‘!J !X :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? mpR* ©;J*JG? tn a

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 135: Jasfar 2001 Mediating Effects of Consumer Trust

mam

XW :X#?‘7J* :X77j!7J#! j? VJ!J*7j#JV Y[ X!;J* WG:!X*?h kX©J}J** ©;J#

:X#?jVJ*j#' !;J WX‘* j#VJ%J#VJ#! }G*jGY“J?* X#“[ *J“G!jX#?;j% }G“‘J ?j'#jWj:G#!“[

%*JVj:! :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

,VDZz 5'<'Rz7Oz««K%* Rz«=Z„« 9%O cq/%„Jz«KXzW RzZV„K%*«JK/« Nc03u

Rz7Oz««K%* p=EEVOq 9%O Tz/z*Wz*„ -VOKVDZz v A%*«=EzO 1zJV;K%OVZ a*„z*„K%*«R) '500<>>2>i R0) '*s><<_2>i gW4=«„zW R0 )*s55*_><oN5i ss6u ) 50'36>i / x 3'3333i p„Wh*%O % 9 z«„KEV„z v '_2s2*

spkhOO' %9

66 p„hOO' % 9 Nl mNss6u /eZz;zZ

a*„zOLz/„ *'<>_ 3'*s_ 2'<52 shsssyzOLzK;zW shsam 3'366 shsma shsas 3'<06 3'_65

A%EE=*KLV„K%*

yzOLzK;zW oVKO*z«« e3'3_* 3'366 e3'362 3'30_ e*'_5s shmaayzOLzK;zW e3'305 3'366 e3'30_ 3'36_ e3's*5 3'5s<

A%E/z„z*Lzn%* hL%*%EKL 3'5*_ 3'366 3'6>6 3'363 *0'<s6 shsss

g*VZq«K« % 9 -VOKV*Lz NgnB-gui Tz/z*Wz*„ -VOKVDZzv A%*«=EzO 1zJV;K%OVZ a*„z*„K%*«p=E« %9 W9 fzV*« o /eZz;zZp$=VOz« p$=VOz

Rz7Oz««' <3'**02> 5 *_'30>05 50'36s2_ shsssRz«KW=VZ 0s<'65*< ss6 3'6_s520

,%„VZ 66<'5_5_

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 136: Jasfar 2001 Mediating Effects of Consumer Trust

maa

k[%X!;J?J? F amh aa G#V an

C;J *J?‘“!? XW !J?!j#' kam* kaa G#V kan !;*X‘'; !;J ‘?J XW ?!*‘:!‘*G“

J/‘G!jX# 7XVJ“ *J?‘“!? ?;X©# j# CGY“J uhph T%h map'h

k[%X!;J?J? Fam

k[%X!;J?J? F am Tkam' j? ‘?JV !X !J?! ©;J!;J* :‘?!X7J* ?G!j?WG:!jX#

7JVjG!J? !;J *J“G!jX#?;j% YJ!©JJ#e %J*:Jj}JV ?J*}j:J /‘G“j![ G#!J:JVJ#!?

T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??*

*J“G!jX#?;j% }G“‘J?' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#? j# !;j? ?!‘V[h C;j?

*J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J ©j!; CG[“X** yGKJ* Tmbbu'* 6G*G?‘*G7G#*

yJ**[* 4Jj!;G7“ Tmbbr'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXame g‘?!X7J*$? ?G!j?WG:!jX# VXJ? #X! 7JVjG!J !;J*J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#!J:JVJ#!? T:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J' G#V YJ;G}jX*G“ j#!J#!jX#?h

kGame g‘?!X7J*$? ?G!j?WG:!jX# 7JVjG!J? !;J *J“G!jX#?;j%?YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#!J:JVJ#!? T:X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 137: Jasfar 2001 Mediating Effects of Consumer Trust

man

yG?JV X# !GY“J uhp* !;J *J?‘“! j#Vj:G!J !;G! *# f hctb* ! }G“‘J f rhsmp G#V

% dssmh C;‘?* !;J #‘““ ;[%X!;J?j? TkXam'* j? !;J*JWX*J *J’J:!JV G#V G? ?‘:; !;J*J

G%%JG*? G ?!*X#' :G?J WX* :X#:“‘Vj#' !;G! :‘?!X7J* ?G!j?WG:!jX# 7JVjG!J? !;J

j#VJ%J#VJ#! }G*jGY“J? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

gX7%G*j#' !;J 7XVJ“ Wj! X# X}J*G““ ?!G!j?!j:? G#V %G*?j7X#[ Wj! j#VJ♦

:G# G“?X YJ ?JJ# W*X7 !;J !GY“Jh C;J X}J*G““ Wj! ?‘%%X*!? !;J 7JG?‘*J7J#!

7XVJ“h C;J :;jE ?/‘G*J Wj! ?!G!j?!j: j? acthant ©j!; t VW T%E}G“‘Jd hssm'o Bqv

?:X*J Thbas' j? ;j';J* !;G# !;J Bqv *J:X77J#VJV Thbs'h C;J gqv ;G? G ?:X*J XW

hpun G#V !;J 9-”wx ;G? G ?:X*J X W hmcah C;J 6qv ;G? G ?:X*J XW hnbu !;J }jJ©

XW !;J *J?JG*:;J* YJj#' !;G! !;J ?7G““J* !;J 6qv ?:X*J* !;J YJ!!J* !;J *J?‘“!h

x““ ?‘''J?! G ?G!j?WG:!X*[ Wj! 'j}J# G “G*'J ?G7%“J G#V !;J #‘7YJ* XW

j#Vj:G!X*? Tx#VJ*?X# G#V BJYj#'* mbba'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 138: Jasfar 2001 Mediating Effects of Consumer Trust

mau

,VDZz 5's'p„V*WVOWKXzW /VOVEz„zO h«„KEV„z« 9%O „Jz cq/%„Jz«KXzW %9

,Jz p„O=L„=OVZ h$=V„K%* f%WzZ«

-VOKVDZz N«u bv ,e;VZ=z H0NW9u toa Aoa Rfphg ynoa

fASgxsAcSgwy Ax KuagASgyl mAIgAvbu a*Wz/z*Wz*„ ;VOKVDZz« NAAb yob yAb R-u „% «V„K«9VL„K%*

#� 3'_>2 <'3*smm

0_>'06>N>umm

3'203 3's56 3'*_0 3'625

rICxS Ax kuagASgyl RAIgAvbux

a*Wz/z*Wz*„ ;VOKVDZz« NAAb yob yAb R-u „% „O=«„

caa 3'55> *3'<>3mm

*_2'35>N>umm

3'25< 3'<3* 3'32s 3'6*>

<wkkgSkuyS Ax kuagASgyl RAIgAvbux

a*Wz/z*Wz*„ ;VOKVDZz« NAAb yob yAb R-u „% L%EEK„Ez*„

cV 3'6s_ s'_2*mm

*<3'*s6N>umm

3'255 3'6ss 3'32s 3'035

/ x 3 *

/ x 33*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 139: Jasfar 2001 Mediating Effects of Consumer Trust

mac

k[%X!;J?J? F aa

k[%X!;J?J? F aa Tkaa' j? ‘?JV !X !J?! ©;J!;J* :X#?‘7J* !*‘?! 7JVjG!J?

!;J *J“G!jX#?;j% YJ!©JJ#e %J*:Jj}JV ?J*}j:J /‘G“j![ T%J*:Jj}JV :X77‘#j:G!jX#*

%J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J?' G#V :‘?!X7J*

YJ;G}jX*G“ j#!J#!jX#? j# !;j? ?!‘V[h C;j? *J“G!jX#?;j% j? 'G‘'JV j# G::X*VG#:J

©j!; -X*'G# G#V k‘#! Tmbbu'o BG#J?G# Tmbbu' G#V BG*YG*j#X G#V zX;#?X#

Tmbbb'h

qX*7G““[ ?!G!JV !;J #‘““ G#V G“!J*#G!J ;[%X!;J?J? G*J G? WX““X©?e

kXaae :X#?‘7J* !*‘?! VX #X! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGaae :X#?‘7J* !*‘?! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# :X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J? G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

yG?JV X# !GY“J uhp* !;J *J?‘“! j#Vj:G!J !;G! P f huut* ! }G“‘J f ahsmp G#V

% dhssmh C;‘?* !;J #‘““ ;[%X!;J?j? TkXaa'* j? !;J*JWX*J *J’J:!JV G#V G? ?‘:;

!;J*J G%%JG*? G ?!*X#' :G?J WX* :X#:“‘Vj#' !;G! :X#?‘7J* !*‘?! 7JVjG!J? !;J

j#VJ%J#VJ#! }G*jGY“J? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 140: Jasfar 2001 Mediating Effects of Consumer Trust

mar

gX7%G*j#' !;J 7XVJ“ Wj! X# X}J*G““ ?!G!j?!j:? G#V %G*?j7X#[ Wj! j#VJ♦

:G# G“?X YJ ?JJ# W*X7 !;J !GY“Jh C;J X}J*G““ Wj! ?‘%%X*!? !;J 7JG?‘*J7J#!

7XVJ“h C;J :;jE ?/‘G*J Wj! ?!G!j?!j: j? mtphbac ©j!; mn V W T%E}G“‘Jd hssm'o Bqv

?:X*J Thbuu' j? ;j';J* !;G# !;J Bqv *J:X77J#VJV Thbs'h C;J gqv ;G? G ?:X*J XW

hruc G#V !;J 9-”wx ;G? G ?:X*J XW hsbmh C;J 6qv ;G? G ?:X*J X W hnba !;J }jJ©

XW !;J *J?JG*:;J* YJj#' !;G! !;J ?7G““J* !;J 6qv ?:X*J* !;J YJ!!J* !;J *J?‘“!h

x““ ?‘''J?! G ?G!j?WG:!X*[ Wj! 'j}J# G “G*'J ?G7%“J G#V !;J #‘7YJ* XW

j#Vj:G!X*? Tx#VJ*?X# G#V BJYj#'* mbba'h

k[%X!;J?J? F an

kXane :X#?‘7J* :X77j!7J#! VX #X! 7JVjG!J !;J *J“G!jX#?;j%?YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J' G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

kGane :X#?‘7J* :X77j!7J#! 7JVjG!J !;J *J“G!jX#?;j%? YJ!©JJ# :X7%G#[$? :X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J??* *J“G!jX#?;j% }G“‘J? G#V :‘?!X7J* YJ;G}jX*G“ j#!J#!jX#?h

yG?JV X# !GY“J uhp* !;J *J?‘“! j#Vj:G!J !;G! P n hanc* ! }G“‘J f ahsmp G#V

% d hssmh C;‘?* !;J #‘““ ;[%X!;J?j? TkX an'* j? !;J*JWX*J *J’J:!JV G#V G? ?‘:;

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 141: Jasfar 2001 Mediating Effects of Consumer Trust

map

!;J*J G%%JG*? G ?!*X#' :G?J WX* :X#:“‘Vj#' !;G! :X#?‘7J* :X77j!7J#! 7JVjG!J?

!;J j#VJ%J#VJ#! }G*jGY“J? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

gX7%G*j#' !;J 7XVJ“ Wj! X# X}J*G““ ?!G!j?!j:? G#V %G*?j7X#[ Wj! j#VJ♦

:G# G“?X YJ ?JJ# W*X7 !;J !GY“Jh C;J X}J*G““ Wj! ?‘%%X*!? !;J 7JG?‘*J7J#!

7XVJ“h C;J :;jE ?/‘G*J Wj! ?!G!j?!j: j? mcbhsut ©j!; t VW T% d hssm'o Bqv ?:X*J

Thbur' j? ;j';J* !;G# !;J Bqv *J:X77J#VJV Thbs'h C;J gqv ;G? G ?:X*J XW hrsm

G#V !;J 9-”wx ;G? G ?:X*J XW hsbph C;J 6qv ;G? G ?:X*J XW hnmt !;J }jJ© XW

!;J *J?JG*:;J* YJj#' !;G! !;J ?7G““J* !;J 6qv ?:X*J* !;J YJ!!J* !;J *J?‘“!h

x““ ?‘''J?! G ?G!j?WG:!X*[ Wj! 'j}J# G “G*'J ?G7%“J G#V !;J #‘7YJ* XW

j#Vj:G!X*? Tx#VJ*?X# G#V BJYj#'* mbba'h

”‘77G*[ X W qj#Vj#'?

xW!J* J♦G7j#j#' !;J *J“jGYj“j![ XW !;J *J?JG*:; j#?!*‘7J#!* %*X}jVj#' !;J

G#G“[?j? G#V Wj#Vj#'? WX* JG:; XW !;J ?!‘V[$? !©J#![ !;j*V ;[%X!;J?J?* !;J

”‘77G*[ XW P‘““ k[%X!;J?J? CJ?!? TCGY“Jh uht' G#V C;J ”j'#jWj:G#! 6G!;

gXJWWj:jJ#! Tqj'‘*Jh u' G*J %*J?J#!JV YJ““X©h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 142: Jasfar 2001 Mediating Effects of Consumer Trust

mat

,VDZz' 5'>' p=EEVOq % 9 n=ZZ cq/%„Jz«K« ,z«„«

k[%X!;J?j? ,J?:*j%!jX#9J?‘“!

k m = k mr 6JG*?X#gX**J“G!jX#

6 }G“‘J ”j'#jWj:G#!

c a '*22 hsss pK7' Rz4zL„zW

c 0 '065 hsss pK7' Rz4zL„zW

c 6 '33_ '>22 n%„ pK7' n%„ Rz4zL„zW

c 5 '3<6 '3>3 n%„ pK7' n%„ Rz4zL„zW

c _ '**s hssm pK7' Rz4zL„zW

c< e3<5 '3s_ n%„ pK7' n%„ Rz4zL„zW

c s '5<_ hsss pK7' Rz4zL„zW

c > '*26 hsss pK7e Rz4zL„zWc 2 e3<3 '326 n%„ pK7' n%„ Rz4zL„zW

c *3 ?3_> '*35 n%„ pK7' n%„ Rz4zL„zW

c ** '<0< hsss pK7' Rz4zL„zW

c *0 '5*2 hsss pK7' Rz4zL„zW

c *6 e'36s '02< n%„ pK7' n%„ Rz4zL„zW

c *5 e'3s0 '35_ n%„ pK7' n%„ Rz4zL„zWc ap e'362 '0ss pK7' Rz4zL„zWc *< e'3s2 '30< n%„ pK7' n%„ Rz4zL„zW

k mp =k as 9a qE}G“‘J 6 }G“‘Jc *s '62_ *0<'*< dhssm Rz4zL„zWc *> '065 _>'>>5 dhssm Rz4zL„zWc *2 '3>< 5'ss0 dhssm Rz4zL„zWc 03 '*s> 50'36> dhssm Rz4zL„zW

kamEk an mg Ch }G“‘J 6h }G“‘J ”j'#jWj:G#!c 0* 3'_>2 *>'__0 shsss pK7' Rz4zL„zWc 00 3'55> 0'3*s 3'355 pK7' Rz4zL„zW

c 06 3'6s_ 0'*2< 3'30> pK7e Rz4zL„zW

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 143: Jasfar 2001 Mediating Effects of Consumer Trust

mab

C;J ?j'#jWj:G#! %G!; :XJWWj:jJ#!? WX* !;J ?!*‘:!‘*G“ 7XVJ“? j? ?;X©# j#

qj'‘*J u YJ“X©e

oK7=Oz 5'

f%WzZ %9 fzWKV„K*7 h99zL„ %9 A%*«=EzO ,O=«„b A%*«=EzO A%EEK„Ez*„ V*W A=«„%EzO pV„K«9VL„K%* K* 1=qzOepzZZzO RzZV„K%*«JK/ %9 g=„% pzO;KLz Az*„zO« K* a*W%*z«KV

u tr — U

TkvC'

6J*:Jj}JVgX77‘#j:G!jX#

BB g'aa 9 9 9

O i

g‘?!X7J*”G!j?WG:!jX#

oAtp

6J*:Jj}JV hmmp — — — hTk”' 1 h urc gX#?‘7J*

qGj*#J?? d k p ' 2 b gX77j!7J#!

6J*:Jj}JV

hrar d

6e F e

6J*:Jj}JV gX#?‘7J*9J“G!jX#?;j%

}G“‘Jhumb — — — Tkma' yJ;G}jX*G“

v#!J#!jX#?

u s r W W Tkan'

hmpt — — Tkas'

mms>>m*% /xe3*? ? ? Go=P

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 144: Jasfar 2001 Mediating Effects of Consumer Trust

mns

gkx6Cw9 L

”Q--x9Z* ,v”gQ””vHP Hq ”CQ,Z qvP,vPB”*

-xPxBw9vx) v-6)vgxCvHP”* )v-vCxCvHP xP,

9wgH--wP,xCvHP qH9 qQCQ9w 9w”wx9gk

”‘77G*[

,‘*j#' !;J %G?! VJ:GVJ* !;J :X#!*jY‘!jX# XW !;J ?J*}j:J ?J:!X* !X !;J

v#VX#J?jG# B,6 j#:*JG?JV V*G7G!j:G““[ ©;j“J !;J %J*:J#!G'J XW ©X*KJ*?

J7%“X[JV j# !;J ?J*}j:J ?J:!X* ;G? G“?X *j?J#h

C;J JWWJ:!j}J 7G#G'J7J#! XW Y‘[J*E?J““J* *J“G!jX#?;j%? j# ?J*}j:J

j#V‘?!*jJ? ;G? “X#' YJJ# *J:X'#j]JV G? YJj#' :*j!j:G“ WX* Y‘?j#J?? ?‘::J?? G#V

©j““ YJ !;J 7X?! :*j!j:G“ ©;J# !;J ?J*}j:J j? !J:;#j:G“ j# #G!‘*J* VJ“j}J*JV G? G

:X#!j#‘X‘? ?!*JG7 XW !*G#?G:!jX#? G#V ©;J*J 7G#[ Y‘[J*? G*J *J“G!j}J“[

‘#?X%;j?!j:G!JV GYX‘! !;J ?J*}j:Jh -X?! XW %*J}jX‘? ?!‘VjJ? * ;X© J}J** ;G}J

*J%X*!JV 7j♦JV Wj#Vj#'? *J'G*Vj#' !;J *X“J? XW !*‘?!* :X77j!7J#! G#V :‘?!X7J*

?G!j?WG:!jX# j# !;J Y‘[J*E?J““J* *J“G!jX#?;j%?h C;j? ?!‘V[ J♦!J#V? !;J :X#:J%!? XW

!*‘?!* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# G? !;J 7JVjG!X* YJ!©JJ# %J*:Jj}JV

?J*}j:J /‘G“j![ G#!J:JVJ#!? G#V !;J :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? j# !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 145: Jasfar 2001 Mediating Effects of Consumer Trust

mnm

7G*KJ!j#' “j!J*G!‘*J Y[ j#}J?!j'G!j#' !;J *J“G!jX#?;j% YJ!©JJ# j#Vj}jV‘G“

:X#?‘7J* G#V ?J*}j:J %*X}jVJ* j# v#VX#J?jG# G‘!X ?J*}j:J :J#!J*?h x

:X#!j#'J#:[ %J*?%J:!j}J ?‘''J?!? !;G! ?J*}j:J /‘G“j![ G#!J:JVJ#!? T%J*:Jj}JV

:X77‘#j:G!jX#* %J*:Jj}JV :X7%J!J#:J* %J*:Jj}JV WGj*#J?? G#V *J“G!jX#?;j%

}G“‘J' :X#!*jY‘!J Vj*J:!“[ !X G ?J#?J XW !*‘?! G? !;J WX‘#VG!jX# X W :X#?‘7J*

*J“G!jX#?;j% G %*J:X#Vj!jX# !X :X#?‘7J* :X77j!7J#! G#V ‘“!j7G!J“[ !X

:X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h C;*X‘'; :‘?!X7J* ?G!j?WG:!jX# !;X?J ?J*}j:J

/‘G“j![ G#!J:JVJ#!? G“?X ©j““ “JGV !X WG}X*GY“J :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

q*X7 %*J}jX‘? *J?JG*:; j# !;J *J“G!jX#?;j% 7G*KJ!j#' T-X*'G# G#V

k‘#!* mbbu* BG*YG*j#X G#V zX;#?X#* mbbbo 6G*G?‘*G7G#* yJ**[ G#V 4J!;G7“

mbbro yJ**[ mbbb* q‘““J*!X# G#V CG[“X** assso CG[“X* G#V yGKJ** mbbu'* G

!;JX*J!j:G“ 7XVJ“ XW Y‘[J*E?J““J* *J“G!jX#?;j% ©G? VJ}J“X%JV !X ?;X© %*X%X?JV

!J?!GY“J %X?j!j}J *J“G!jX#?;j%? G7X#' !;J ?!‘V[ :X#?!*‘:!?h

C;J *J?JG*:; j#?!*‘7J#! ‘?JV j# !;j? ?!‘V[ ©G? GVG%!JV W*X7 %*J}jX‘?

WjJ“V ?!‘VjJ?h C;J *J?JG*:; :X#V‘:!JV ©G? G WjJ“V ?!‘V[ J♦G7j#j#' !;J

*J“G!jX#?;j% YJ!©JJ# !;J :X7%G#jJ? G#V !;J :‘?!X7J*? XW G‘!X ?J*}j:J :J#!J*?h

C;J ?G7%“j#' W*G7J ©G? VJ?j'#JV !X j#:“‘VJ !;J :‘?!X7J*? XW G‘!X

?J*}j:J :J#!J*? “X:G!JV j# zGKG*!G *J'j?!J*JV ©j!; !;J ,J%G*!7J#! XW v#V‘?!*[

G#V C*GVJh x??‘7j#' !;G! csR XW ?G7%“J %X%‘“G!jX# T:‘?!X7J*? XW G‘!X ?J*}j:J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 146: Jasfar 2001 Mediating Effects of Consumer Trust

mna

:J#!J*?' G*J “X[G“ :‘?!X7J** !;J ?G7%“J ?j]J XW bsm :‘?!X7J*? X W G‘!X ?J*}j:J

:J#!J*? ©J*J :X7%‘!JV TgXX%J* G#V w7X*[* mbbc* %h amcEamp'h

k[%X!;J]JV *J“G!jX#?;j%? ?;X©# j# !;J ?!‘V[$? !;JX*J!j:G“ 7XVJ“ ©J*J

!J?!JV G#V !;J ?!‘V[ Wj#Vj#'? ©J*J %*J?J#!JVh q‘*!;J*7X*J* G VJ?:*j%!j}J

?‘77G*[ XW !;J X%J*G!jX#G“j]G!jX# XW }G*jGY“J? ©G? %*X}jVJVh

PJ♦!* G Vj?:‘??jX# XW !;J ?!‘V[$? %*J7j?J !;G! :X#?‘7J* !*‘?!* :X#?‘7J*

:X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# 7JVjG!JV ?J*}j:J /‘G“j![ G#!J:JVJ#!?

T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X7%J!J#:J G#V

*J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? WX““X©?h

C;J ?!‘V[ :X#?!*‘:!? G*J Vj?:‘??JV !X©G*V !;J }jJ© XW :X#!*jY‘!j#' !X G#

‘#VJ*?!G#Vj#' XW !;J Y‘[J*E?J““J* *J“G!jX#?;j%? j# *J“G!jX#?;j% 7G*KJ!j#'h

qj#G““[* !;J 7G#G'J*jG“ j7%“j:G!jX#? XW !;J Wj#Vj#'? G? ©J““ G? !;J

*J:X77J#VG!jX#? WX* W‘!‘*J *J?JG*:; ©J*J %*J?J#!JVh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 147: Jasfar 2001 Mediating Effects of Consumer Trust

mnn

,j?:‘??jX# X W ”!‘V[ qj#Vj#'?

x VJJ%J* Vj?:‘??jX# #X© WX““X©? X# JG:; XW !;J ?!‘V[ :X#?!*‘:!?h

6J*:Jj}JV ”J*}j:J "‘G“j!jJ? T6J*:Jj}JV gX77‘#j:G!jX#h 6J*:Jj}JV qGj*#J??h

6J*:Jj}JV gX7%J!J#:J G#V 9J“G!jX#?;j% LG“‘J'h

6J*:Jj}JV gX77‘#j:G!jX#

x? J♦%J:!JV* !;J Wj#Vj#'? j#Vj:G!J? !;G! %J*:Jj}JV :X77‘#j:G!jX# ;G? G

?!*X#' *J“G!jX#?;j% ©j!; :X#?‘7J* !*‘?! :X#?‘7J* :X77j!7J#! G#V :‘?!X7J*

?G!j?WG:!jX#h C;J Wj#Vj#'? ?‘%%X*! !;J %*J}jX‘? *J?JG*:; XW x#VJ*?X# G#V PG*‘?

Tmbbs'o -X*'G# G#V k‘#! Tmbbu'o x#VJ*?X# G#V 3Jj!] Tmbtb' G#V -XX*7G#*

4G“!7G# G#V ,J?;%G#VJ Tmbba'h -‘!‘G“ !*‘?! XW *J“G!jX#?;j% j? j# !‘*# ?!*X#'“[

j#W“‘J#:JV Y[ !;J “J}J“ XW !;J :X77‘#j:G!jX# j# !;J V[GVh C*‘?!j#' V[GV?

j#}X“}J G ;j'; “J}J“ XW !©XE©G[ :X77‘#j:G!jX#* J}J# !X !;J %Xj#! XW YJ:X7j#'

j#}X“}JV j# JG:; X!;J*? Y‘?j#J?? %“G##j#'h C;‘?* :X77‘#j:G!jX#* ©;j“J j! VXJ?

#X! G%%JG* !X ;G}J G Vj*J:! j7%G:! X# !;J :X#!j#‘j![ XW !;J *J“G!jX#?;j%* j?

:*j!j:G“ !X Y‘j“V !;J !*‘?!j#' *J“G!jX#?;j% !;G! j# !‘*# :*JG!JV ?!GYj“j![ G#V

?j'#jWj:G#!“[ GWWJ:!JV :X#?‘7J* :X77j!7J#! T-XX*7G#* 4G“!7G# G#V

,J?;%G#VJ* mbba'h

v# :X#!*G?! ©j!; 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G# Tmbbr'* !;j? Wj#Vj#'

j#Vj:G!J? !;G! %J*:Jj}JV :X77‘#j:G!jX# ;G? G #J'G!j}J *J“G!jX#?;j% ©j!;

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 148: Jasfar 2001 Mediating Effects of Consumer Trust

mnu

:X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h C;j? Wj#Vj#' VXJ? #X! ?‘%%X*! !;J %*J}jX‘?

*J?JG*:; XW 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G# Tmbbr' !;G! %*X%X?JV G %X?j!j}J

:X**J“G!jX# YJ!©JJ# %J*:Jj}JV :X77‘#j:G!jX# G#V YJ;G}jX*G“ j#!J#!jX#?h

6J*:Jj}JV qGj*#J??

gX#!*G*[ !X ©;G! ©G? !;J *J?‘“!? ?;X©JV !;G! %J*:Jj}JV WGj*#J?? ©G? #X!

?j'#jWj:G#!“[ *J“G!JV !X :‘?!X7J* ?G!j?WG:!jX# G#V :X#?‘7J* YJ;G}jX*G“

j#!J#!jX#?h C;j? Wj#Vj#' :X#!*GVj:!? JG*“jJ* *J?JG*:; Y[ )“X[V Tasss'*

9G7G???;G# G#V g;X#' Tasss'h

6J*:Jj}JV gX7%J!J#:J

x? J♦%J:!JV* !;J Wj#Vj#'? j#Vj:G!J? !;G! %J*:Jj}JV :X7%J!J#:J ;G? G

?!*X#' *J“G!jX#?;j% ©j!; :X#?‘7J* !*‘?! :X#?‘7J* :X77j!7J#!h C;J Wj#Vj#'?

?‘%%X*! !;J %*J}jX‘? *J?JG*:; XW -XX*7G#* ,J?;%G#VJ G#V 4G“!7G#* Tmbbn'o

g*X?Y[* w}G#? G#V gX©“J? Tmbbs' G#V yJ**[ Tmbbb'h -XX*7G# *J! G“ Tmbbn'

WX‘#V !;G! *J?JG*:;J*$? J♦%J*!j?J T :X7%J!J#:J' !X YJ G ?j'#jWj:G#! WG:!X* j# G

:“jJ#!?$!*‘?! G#V :X77j!7J#! ©;j“J yJ**[ Tmbbb' G“?X WX‘#V !;G! %J*:Jj}JV

:X7%J!J#:J j? !;J 7X?! j7%X*!G#! j# VJ!J*7j#j#' :X#?‘7J* !*‘?! G#V !;J “J}J“

X W :X#?‘7J* :X77j!7J#!h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 149: Jasfar 2001 Mediating Effects of Consumer Trust

mnc

v# :X#!*G?! ©j!; yJ**[Tmbbb' G#V 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#

Tmbbr'* !;j? Wj#Vj#'? j#Vj:G!J? !;G! %J*:Jj}JV :X7%J!J#:J ;G? G ©JGKJ*

:X**J“G!jX# G#V #J'G!j}J ©j!; YX!; :‘?!X7J* ?G!j?WG:!jX# G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#?h v! 7JG#? !;J?J Wj#Vj#'? VX #X! ?‘%%X*! !;J %*J}jX‘?

*J?JG*:; XW 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G# Tmbbr'h

9J“G!jX#?;j% }G“‘J

x? J♦%J:!JV* !;J Wj#Vj#'? j#Vj:G!J? !;G! *J“G!jX#?;j% }G“‘J ;G? G ?!*X#'

*J“G!jX#?;j% ©j!; :‘?!X7J* ?G!j?WG:!jX# G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h C;J

Wj#Vj#'? ?‘%%X*! !;J %*J}jX‘? *J?JG*:; XW CG[“X* G#V yGKJ* Tmbbu' o yG*#J? G#V

g‘7Y[ Tmbbb'h

q‘*!;J** !;j? Wj#Vj#' G“?X VXJ? #X! ?‘%%X*! !;J G*'‘7J#!? X W -X*'G# G#V

k‘#! Tmbbu'o ,©[J** ”:;‘* G#V H;; Tmbtp' !;G! *J“G!jX#?;j% }G“‘J G*J }J*[

j7%X*!G#! j# Y‘j“Vj#' :X#?‘7J* !*‘?!h 9J“G!jX#?;j% }G“‘J ;GV #J'G!j}J G#V ©JGK

:X**J“G!jX#? !X YX!; :X#?‘7J* !*‘?! G#V :X#?‘7J* :X77j!7J#!h C;‘?* !;j?

Wj#Vj#' VXJ? #X! ?‘%%X*! !;J %*J}jX‘? *J?JG*:; XW -X*'G# G#V k‘#! Tmbbu' G#V

,©[J** ”:;‘* G#V H;; Tmbtp'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 150: Jasfar 2001 Mediating Effects of Consumer Trust

mnr

C;J (J[ -JVjG!j#' LG*jGY“J?h

”!‘V[ Wj#Vj#'? ?‘''J?! !;G! :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V

:‘?!X7J* ?G!j?WG:!jX# 7JVjG!J %J*:Jj}JV ?J*}j:J /‘G“j!jJ? G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#?h C;j? ?!‘V[ Wj#Vj#' j? :X#?j?!J#! ©j!; -X*'G# G#V k‘#!

Tmbbu'* BG*YG*j#X G#V zX;#?X# Tmbbb' G#V 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#

Tmbbr'h CX ?!*‘:!‘*J !;J *J“G!jX#?;j%? YJ!©JJ# !;J J}G“‘G!j}J :X#?!*‘:!?* !;J

-X*'G# G#V k‘#!$? Tmbbu' 7XVJ“ j? ‘?JV j# ©;j:; !*‘?! G#V :X77j!7J#! G*J

!;J 7JVjG!X*?h xVVj!jX#G““[* BG*YG*j#X* G#V zX;#?X# Tmbbb' %*X%X?JV !;G! !*‘?!

G#V :X77j!7J#! G*J 7JVjG!X*? X#“[ WX* ;j'; *J“G!jX#G“ :‘?!X7J*? ©;X G*J

YX#Vj#' ©j!; !;J :X7%G#[ !;*X‘'; WG}X*GY“J YJ;G}jX*G“ j#!J#!jX#? T 4Jj!;G7“*

yJ**[ G#V 6G*G?‘*G7G# Tmbbr'hC;j? ?!‘V[ G“?X :X#?j?!J#! ©j!; q‘““J*!X# G#V

CG[“X* Tasss'* ©;X WX‘#V !;G! :‘?!X7J* ?G!j?WG:!jX# 7JVjG!J? %J*:Jj}JV ?J*}j:J

/‘G“j!jJ? G#V “X[G“![ X* :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

gX#?‘7J* C*‘?!

x? J♦%J:!JV* :X#?‘7J* !*‘?! ?j'#jWj:G#!“[ 7JVjG!J? %J*:Jj}JV ?J*}j:J

/‘G“j!jJ? G#!J:JVJ#!? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV

:X7%J!J#:J* *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? T!GY“J uht*

%h mnm'h ”j7j“G* !X -X*'G# G#V k‘#! Tmbbu' G#V * 4Jj!;G7“* yJ**[ G#V

6G*G?‘*G7G# Tmbbr' G*'‘7J#!?* !;J Wj#Vj#'? ?‘''J?! !;G! :X#?‘7J* !*‘?! j? !;J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 151: Jasfar 2001 Mediating Effects of Consumer Trust

mnp

KJ[ VJ!J*7j#G#! XW *J“G!jX#?;j% 7G*KJ!j#'h gX#?‘7J* !*‘?! 7JVjG!J? %J*:Jj}JV

?J*}j:J /‘G“j!jJ? G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

gX#?‘7J* :X77j!7J#!

”j7j“G*“[* :X#?‘7J* :X77j!7J#! G“?X ?j'#jWj:G#!“[' 7JVjG!J? %J*:Jj}JV

?J*}j:J /‘G“j!jJ? G#!J:JVJ#!? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??*

%J*:Jj}JV :X7%J!J#:J* *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;j? Wj#Vj#'? ?‘%%X*!JV !;J %*J}jX‘? *J?JG*:; Wj#Vj#'? T-X*'G# G#V k‘#!* mbbu

G#V 4Jj!;G7“* yJ**[ G#V 6G*G?‘*G7G#* mbbr'h x? !;Jj* *J?JG*:; ?‘''J?!jX#?*

:X#?‘7J* :X77j!7J#! #X! X#“[ j? !;J 7G’X* WG:!X* j# Y‘j“Vj#' 7G*KJ!j#'

*J“G!jX#?;j%?* Y‘! G“?X G? !;J KJ[ 7JVjG!j#' }G*jGY“J YJ!©JJ# ?J“J:!JV ?J*}j:J

/‘G“j![ j#Vj:G!X*? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV

:X7%J!J#:J G#V *J“G!jX#?;j% }G“‘J' G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

g‘?!X7J* ”G!j?WG:!jX#

x '*JG! VJG“ X W Vj?:‘??jX# ;G? X::‘**JV ©j!;j# !;J ?J*}j:J? “j!J*G!‘*J

*J'G*Vj#' !;J G%%*X%*jG!J :G‘?G“ *J“G!jX#?;j% YJ!©JJ# ?G!j?WG:!jX# G#V ?J*}j:J

/‘G“j![h C;j? ?!‘V[ WX‘#V !;G! /‘G“j![ XW ?J*}j:J “JGV? !X G ;j';J* ?G!j?WG:!jX#*

G#V ?G!j?WG:!jX#* j# !‘*# %*XV‘:J? G '*JG!J* ©j““j#'#J?? !X *J:X77J#V !;J

?J*}j:J %*X}jVJ* j# !;J W‘!‘*Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 152: Jasfar 2001 Mediating Effects of Consumer Trust

mnt

C;j? Wj#Vj#'?* G? J♦%J:!JV* ?‘%%X*!JV BG*YG*j#X G#V zX;#?X# Tmbbb'*

6J[*X!* gXX%J* G#V ”:;#G%; Tmbbn' G*'‘7J#!?* !;G! :‘?!X7J* ?G!j?WG:!jX#

7JVjG!J? %J*:Jj}JV ?J*}j:J /‘G“j![ Vj7J#?jX#? G#V :X#?‘7J* YJ;G}jX*G“

j#!J#!jX#?h C;J *J?‘“! XW !;j? ?!‘V[ j#Vj:G!J? !;G! :‘?!X7J* ?G!j?WG:!jX#

?j'#jWj:G#!“[ 7JVjG!J? %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :X#?‘7J* YJ;G}jX*G“

j#!J#!jX#?h C;‘?* !;J*J G%%JG* !X YJ G ?!*X#' :G?J WX* :X#:“‘Vj#' !;G! :‘?!X7J*

?G!j?WG:!jX# 7JVjG!J? j!? ?J*}j:J /‘G“j![ G#!J:JVJ#! G#V !;J :X#?‘7J* YJ;G}jX*G“

j#!J#!jX#?h

gX““J:!j}J“[* ?J“J:!JV %J*:Jj}JV ?J*}j:J /‘G“j![ Vj7J#?jX#?* ?;X©JV G

?!*X#' *J“G!jX#?;j% ©j!; :‘?!X7J* ?G!j?WG:!jX#* J}J# !;X‘'; JG:; XW !;J?J

G#!J:JVJ#!? ©G? #X! %X?j!j}J“[ :X**J“G!JV ©j!; :‘?!X7J* ?G!j?WG:!jX#h C;j?

Wj#Vj#'? ?‘%%X*!JV ”!J%;J# G#V C;X7G? Tmbbr' G*'‘7J#!? !;G! !;J j#!J*G:!jX#

YJ!©JJ# ?J*}j:J /‘G“j![ G#V :‘?!X7J* ?G!j?WG:!jX# ©j““ J♦%“Gj# 7X*J XW !;J

}G*jG#:J j# :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? !;G# Vj*J:! j#W“‘J#:J XW Jj!;J*

?J*}j:J /‘G“j![ X* ?G!j?WG:!jX# G“X#Jh

gX#?‘7J* yJ;G}jX*G“ v#!J#!jX#? G? G# H‘!:X7J XW 9J“G!jX#?;j% -G*KJ!j#'

x? J♦%J:!JV* Wj#Vj#'? j#Vj:G!J !;G! :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? G? G#

X‘!:X7J XW *J“G!jX#?;j% 7G*KJ!j#'* j? ?!*X#'“[ GWWJ:!JV Y[ :X#?‘7J* !*‘?!*

:‘?!X7J* ?G!j?WG:!jX# G#V :X#?‘7J* :X77j!7J#! G? 7JVjG!j#' }G*jGY“J?h C;j?

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 153: Jasfar 2001 Mediating Effects of Consumer Trust

mnb

Wj#Vj#'? ?‘%%X*!? -X*'G# G#V k‘#! Tmbbu' G#V BG*YG*j#X G#V zX;#?X# Tmbbb'

G*'‘7J#!?h x::X*Vj#' !X -X*'G# G#V k‘#! Tmbbu'* !*‘?! G#V :X77j!7J#! #X!

X#“[ G? !;J 7JVjG!j#' }G*jGY“J? j# 7G*KJ!j#' *J“G!jX#?;j%* Y‘! G“?X G? !;J KJ[

?‘::J??W‘“ WG:!X*?h q‘*!;J** BG*YG*j#X G#V zX;#?X# Tmbbb' G*'‘J !;G! :X#?‘7J*

!*‘?! G#V :X#?‘7J* :X77j!7J#! 7JVjG!J ?J*}j:J /‘G“j![ G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#? WX* “X#'E!J*7 *J“G!jX#?;j%? G#V W‘*!;J* !;G! :‘?!X7J*

?G!j?WG:!jX# ©j““ 7JVjG!J ?J*}j:J /‘G“j![ G#V YJ;G}jX*G“ j#!J#!jX#? WX*

!*G#?G:!jX# Tj# ?;X*!E!J*7 *J“G!jX#?;j%?'h C;‘?* !j7J j? G??X:jG!JV ©j!; !;J

WJJVYG:K }G*jGY“J? XW !*‘?! G#V :X77j!7J#! T)“X[V* asss'h

q‘*!;J** !;J Wj#Vj#' ?‘''J?! !;G! J♦:J%! *J“G!jX#?;j% }G“‘J?* G““ XW

%J*:Jj}JV /‘G“j!jJ? G#!J:JVJ#!? T%J*:Jj}JV :X77‘#j:G!jX#* %J*:Jj}JV

:X7%J!J#:J G#V %J*:Jj}JV WGj*#J??' VX #X! j#W“‘J#:J :X#?‘7J* YJ;G}jX*G“

j#!J#!jX#? Vj*J:!“[h

-G#G'J*jG“ v7%“j:G!jX#?

C;J ?!‘V[ Wj#Vj#'? %*X}jVJ ?J}J*G“ j7%“j:G!jX#? WX* G‘!X ?J*}j:J :J#!J*

7G#G'J*? j# ‘!j“j]j#' :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J*

?G!j?WG:!jX# !X XY!Gj# WG}X*GY“J :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 154: Jasfar 2001 Mediating Effects of Consumer Trust

mus

gX#?j?!J#! ©j!; !;j? ?!‘V[$? *J?‘“!* !;J GYj“j![ !X :X7%J!J#!“[ VJ“j}J* !;J

?J*}j:J /‘G“j![ j? %G*!j:‘“G*“[ j7%X*!G#! j# Y‘j“Vj#' :X#?‘7J* !*‘?!* :X#?‘7J*

:X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX#h

C;j? ?!‘V[ *J?‘“!? ?‘''J?! !;G! !X ‘#VJ*?!G#V :‘?!X7J* ?G!j?WG:!jX# G#V

:X#?‘7J* !*‘?! YJ!!J** G‘!X ?J*}j:J :J#!J* 7G#G'J*? ?;X‘“V WX:‘? !;Jj* JWWX*!? X#

!;J /‘G“j![ XW ?J*}j:J?* j#:“‘Vj#'e m'h :X7%J!J#:J XW %;[?j:G“ J/‘j%7J#! G#V

J7%“X[JJ ?Kj““?h a'h !;J :X7%G#[$? WGj*#J??h n'h :X77‘#j:G!jX#? ©j!;

:‘?!X7J*?h u'h !;J :X#?‘7J*$? *J“G!jX#?;j% }G“‘Jh C;J?J %J*:Jj}JV ?J*}j:J

/‘G“j![ j#Vj:G!X*? G*J :*j!j:G“ j# J#;G#:j#' WG}X*GY“J %J*:J%!jX#? XW X}J*G““

?J*}j:J /‘G“j!jJ?h

v# :X#:J*! ©j!; JWWX*!? !X j#:*JG?J :‘?!X7J* ?G!j?WG:!jX# G#V :X#?‘7J*

:X77j!7J#!* G‘!X ?J*}j:J :J#!J* 7G#G'J*? ?;X‘“V :X#:J#!*G!J X# Y‘j“Vj#' !*‘?!

G7X#' :X#!G:! J7%“X[JJ? G#V !;Jj* :‘?!X7J*?h -G#G'J*? X W G‘!X ?J*}j:J

:J#!J*? :G# ‘!j“j]J !;J G%%G*J#! :X##J:!jX# YJ!©JJ# *J“G!jX#G“ ?J““j#' YJ;G}jX*

TjoJh* :X#!G:! j#!J#?j![* 7‘!‘G“ Vj?:“X?‘*J G#V :XX%J*G!j}J j#!J#!jX#?' G#V*

:X#?‘7J* !*‘?!h ”G“J?%JX%“J *J%*J?J#!j#' :X7%“J♦ ?J*}j:J? “jKJ G‘!X ?J*}j:J

:J#!J*? 7‘?! *J:X'#j]J !;Jj* *X“J G? *J“G!jX#?;j% 7G#G'J* T*J%*J?J#!G!j}Jh'*

YJ:G‘?J j#!J*%J*?X#G“ j#W“‘J#:J TJh'h* J♦%J*!j?Ji :X7%J!J#:J X W J7%“X[JJ?*

'XXV :X77‘#j:G!jX#* WGj*#J?? G#V *J“G!jX#?;j% }G“‘J' VJ!J*7j#J :X#?‘7J*

!*‘?!h C*‘?! !GKJ? !j7J !X Y‘j“V G#V :G# X#“[ YJ VJ}J“X%JV GW!J* *J%JG!JV

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 155: Jasfar 2001 Mediating Effects of Consumer Trust

mum

J#:X‘#!J*? ©j!; :‘?!X7J*?h xVVj!jX#G““[* !;J Y‘j“Vj#' X W !*‘?!j#' *J“G!jX#?;j%?

©j!; :‘?!X7J*? X W G‘!X ?J*}j:J :J#!J*? :*j!j:G““[* YJ:G‘?J !;j? ?J:!X* j#}X“}J?

?X7J *j?K WX* :‘?!X7J*?* #J:J??j!G!j#' G “X#' !J*7 XY“j'G!jX#h

x““ !;j#'? YJj#' J/‘G“* ;X©J}J** VJ}J“X%j#' !*‘?!* :X77j!7J#! G#V

?G!j?WG:!jX# j# Y‘?j#J?? E :X#?‘7J*$? *J“G!jX#?;j%? Ty M g *J“G!jX#?;j%?'

WX:‘?J? X# :X#?‘7J*$? %Xj#! XW }jJ© ?;X‘“V “JGV !X G ;j';J?! %*XYGYj“j![ X W

?!G[j#' “X[G“ !X !;J :J*!Gj# G‘!X ?J*}j:J :J#!J*h

-G’X* gX#!*jY‘!jX# XW !;J ”!‘V[

C;J Wj#Vj#'? XW !;j? ?!‘V[ :X#!*jY‘!J !X !;J ‘#VJ*?!G#Vj#' XW !;J

!;JX*J!j:G“ %*j#:j%“J? !;G! J♦%“Gj# !;J 7JVjG!j#' JWWJ:!? XW :‘?!X7J* ?G!j?WG:!jX#*

:X#?‘7J* !*‘?! G#V :X#?‘7J* :X77j!7J#! YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![

G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? YG?JV X# Y‘[J*E?J““J* *J“G!jX#?;j%?h C;J

:X#!*jY‘!jX# XW !;j? ?!‘V[ :G# YJ Vj}jVJV j#!X u %Xj#!?e

qj*?!“[* !;j? ?!‘V[ J♦%*J??“[ WX:‘?JV X# Y‘?j#J??E!XE:X#?‘7J*

*J“G!jX#?;j%? W*X7 G :X#?‘7J* %J*?%J:!j}J* ©;J*JG? !;J Y‘“K XW *J“G!jX#?;j%

7G*KJ!j#' “j!J*G!‘*J G#V ?!‘VjJ? ;G}J* ‘% ‘#!j“ #X©* WX:‘?JV X# Y‘?j#J??E!XE

Y‘?j#J?? *J“G!jX#?;j%? X* X# Y‘?j#J??E!XE:X#?‘7J* *J“G!jX#?;j%? TJ7%;G?j]j#'

!;J :X7%G#[$?* *G!;J* !;G! :X#?‘7J*$?* %Xj#! X W }jJ©'h v! j? j7%X*!G#! !X

*J7J7YJ** !;G! !;J :X#?‘7J* j? !;J WX:G“ %Xj#! XW !;J Y‘?j#J??E!XE:X#?‘7J*

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 156: Jasfar 2001 Mediating Effects of Consumer Trust

mua

!*G#?G:!jX#h C;J*JWX*J* G#[ :X7%G#[ j#!J*J?!JV j# 7X}j#' YJ[X#V j#Vj}jV‘G“

!*G#?G:!jX#? G#V !X©G*V? !;J VJ}J“X%7J#! X W G ?‘::J??W‘“ X#'Xj#' *J“G!jX#?;j%

©j!; j!? :‘?!X7J*? ©X‘“V Wj#V j! YJ#JWj:jG“ !X ‘#VJ*?!G#V ;X© :‘?!X7J*?

%J*:Jj}J !;J :X7%G#[$? 7G*KJ!j#' *J“G!jX#?;j% G#V ©;[ :‘?!X7J*? :;XX?J !X

%G!*X#j]J !;J :X7%G#[h g“JG*“[* G# J7%;G?j? X# !;J :X7%G#[$? %J*?%J:!j}J

G“X#J j? ?;X*! ?j';!JVh

”J:X#V“[* !;j? ?!‘V[ WX‘#V !;G! :‘?!X7J* ?G!j?WG:!jX#* :X#?‘7J*

:X77j!7J#! G#V :X#?‘7J* !*‘?! ©J*J ?j'#jWj:G#! 7JVjG!X*? WX* Y‘[J*E?J““J*

*J“G!jX#?;j%?h C;J?J :X#?!*‘:!? 7JVjG!J %J*:Jj}JV ?J*}j:J /‘G“j!jJ? T%J*:Jj}JV

:X77‘#j:G!jX#* %J*:Jj}JV WGj*#J??* %J*:Jj}JV :X7%J!J#:J G#V *J“G!jX#?;j%

}G“‘J' G#V :X#?‘7J* YJ;G}jX‘*G“ j#!J#!jX#? TCGY“J uht* qj'‘*J u'h v# %G?!

?!‘VjJ?* :‘?!X7J* ?G!j?WG:!jX# ;G? YJJ# X#“[ }jJ©JV G? G %X?j!j}J X‘!:X7J XW G

?‘::J??W‘“ *J“G!jX#?;j% ?!*G!J'[ TjhJh* LX??* 6G*G?‘*G7G#* G#V B*J©G“* mbbt' X*

G? G 7XVJ*G!X* YJ!©JJ# Y‘[J*E?J““J* *J“G!jX#?;j%? TjhJh* BG*YG*j#X G#V zX;#?X#*

mbbb'h kX©J}J** X#J XW !;J ?j'#jWj:G#! Wj#Vj#'? XW !;j? ?!‘V[ ©G? !;G! :‘?!X7J*

?G!j?WG:!jX# j? G 7JVjG!X* YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V :X#?‘7J*

YJ;G}jX*G“ j#!J#!jX#?h CX YJ!!J* ‘#VJ*?!G#V Y‘[J*E?J““J* *J“G!jX#?;j%?* j! ?;X‘“V

YJ *J7J7YJ*JV !;G! !;J 7JG?‘*J7J#! XW %J*:Jj}JV ?J*}j:J /‘G“j![ Vj*J:!“[

*J“G!J? !X :‘?!X7J* ?G!j?WG:!jX#h v#VJJV* !;J ?!*‘:!‘*G“ J/‘G!jX# 7XVJ“? j# !;j?

?!‘V[ :X#Wj*7JV !;G! !;*X‘'; !;j?* X#J :G# !;J# 7JG?‘*J :X#?‘7J* YJ;G}jX*G“

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 157: Jasfar 2001 Mediating Effects of Consumer Trust

mun

j#!J#!jX#?h v# GVVj!jX#* !;J 6JG*?X# gX**J“G!jX# j#Vj:G!JV !;G! %J*:Jj}JV ?J*}j:J

/‘G“j![ G? %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!? ;G? G ?j'#jWj:G#! %X?j!j}J

*J“G!jX#?;j% ©j!; :‘?!X7J* ?G!j?WG:!jX#h C;J*JWX*J* :‘?!X7J* ?G!j?WG:!jX# ?;X‘“V

YJ }jJ©JV G? G 7JVjG!X* YJ!©JJ# %J*:Jj}JV ?J*}j:J /‘G“j![ G#V WG}X*GY“J

:X#?‘7J* YJ;G}jX*G“ j#!J#!jX#?h

C;j*V“[* !;j? ?!‘V[ Wj#Vj#'$? :X#!*jY‘!jX# G*'‘J? !;G! *J“G!jX#?;j% }G“‘J

G? %J*:Jj}JV ?J*}j:J /‘G“j![$? G#!J:JVJ#!* ?j'#jWj:G#!“[ ;G? %X?j!j}J“[

*J“G!jX#?;j% ©j!; :X#?‘7J* !*‘?! G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? TCGY“J uht

G#V qj'‘*J u 'h 9G*J“[ VX *J?JG*:;J*? :X#?jVJ*JV !;j? :X#:J%! G? !;J :X7%X#J#!

XW ?J*}j:J /‘G“j![h 9J“G!jX#?;j% }G“‘J* *JWJ* !X !;J }G“‘J? ©;j:; G*J #X! Vj*J:!“[

*J“G!JV !X !;J %*XV‘:!? G#V ?J*}j:J? XW !;J :X7%G#[ X* !X !;J %*j:J :;G*'JV* Y‘!

*G!;J* !X !;J 7X*J ?‘Y!“J G?%J:!? XW !;J j#!J*G:!jX# ©j!; :‘?!X7J*?h g‘?!X7J*?*

©;J# G?KJV GYX‘! !;J :X7%G#jJ? !;J[ “jKJ !X VJG“ ©j!;* ©j““ j#}G*jGY“[ *JWJ* !X

!;X?J Wj*7? !;G! !*JG! !;J7 ?%J:jG“* !;G! ?JJ7 !X ‘#VJ*?!G#V !;J7h C;J :‘?!X7J*

©j““ WJJ“ ?X :“X?J !X !;J ?J*}j:J %*X}jVJ* !;G! ;J X* ?;J ©j““ %J*?X#G“j]J

*J“G!jX#?;j% ©j!; J♦%*J??jX#? +7[ 7J:;G#j:™ !;G! J♦%*J??J? ;j?i;J* YJ;G}jX*G“

j#!J#!jX#? !X !;J :J*!Gj# G‘!X ?J*}j:J :J#!J*?h

qj#G““[* j# !;j? ?!‘V[* ©;j“J G““ WX‘* G#!J:JVJ#!? XW :X#?‘7J* !*‘?!

:X7%“J!J“[ 7JVjG!JV !;J *J“G!jX#?;j% YJ!©JJ# ?J*}j:J /‘G“j![ G#V YJ;G}jX*G“

j#!J#!jX#?* X#“[ !©X j!J7? T%J*:Jj}JV :X7%J!J#:J G#V %J*:Jj}JV

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 158: Jasfar 2001 Mediating Effects of Consumer Trust

muu

:X77‘#j:G!jX#' ©;J*J WX‘#V !X YJ !;J G#!J:JVJ#!? XW :X#?‘7J* :X77j!7J#!h

C;j? ?!G#V? j# :X#!*G?! !X ?‘%%“jJ*E7G#‘WG:!‘*J* *J“G!jX#?;j%? TY‘?j#J?? !X

Y‘?j#J?? *J“G!jX#?;j%?' J♦G7j#JV Y[ -X*'G# G#V k‘#! Tmbbu'* ©;X WX‘#V j#

!;Jj* ?!‘V[ !;G! G““ XW !;J G#!J:JVJ#!? XW *J“G!jX#?;j% :X77j!7J#! ©J*J

?‘%%X*!JVh 3;j“J !;J Wj#Vj#'? XW !;j? ?!‘V[ ©J*J #X! G? :“JG* :‘! G? !;X?J j#

-X*'G# G#V k‘#! Tmbbu'* !;J :X7%“J♦j![ XW !;J %G*!jG“ 7JVjG!j#' *X“J XW

:X77j!7J#! %*J?J#!JV j# !;j? ?!‘V[ GVV? !X X‘* ‘#VJ*?!G#Vj#' XW !;J

*J“G!jX#?;j% YJ!©JJ# ?J*}j:J /‘G“j![ G#V :X#?‘7J* YJ;G}jX*G“ j#!J#!jX#? X#

Y‘?j#J??E:X#?‘7J* *J“G!jX#?;j%? Ty !X g *J“G!jX#?;j%?' *G!;J* !;G# X# Y‘?j#J??

!X Y‘?j#J?? *J“G!jX#?;j%?hh

9J:X77J#VG!jX# WX* q‘!‘*J 9J?JG*:;

x“!;X‘'; !;j? ?!‘V[ %*X}jVJ? J7%j*j:G“ J}jVJ#:J !;G! %J*:Jj}JV ?J*}j:J

/‘G“j!jJ? G*J ?j'#jWj:G#!“[ j#W“‘J#:J :X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V

:‘?!X7J* ?G!j?WG:!jX#* :“JG*“[ W‘*!;J* !;JX*J!j:G“ G#V 7J!;XVX“X'j:G“

'*X‘#V©X*K j? #JJVJV !X j#}J?!j'G!J !;J !*‘J Vj*J:!jX#G“j![ G7X#' :X#?!*‘:!

J♦G7j#JV j# !;j? ?!‘V[h

q‘!‘*J *J?JG*:; ?;X‘“Ve

mh v#}J?!j'G!J !;j? :X#!j#'J#:[ 7XVJ“ j# X!;J* ?J*}j:J ?J:!X*?* ?‘:; G? X!;J*?

*J%Gj* ?J*}j:J :J#!J*? T#J!©X*K :X7%‘!J* ?J*}j:J :J#!J*?* J“J:!*X#j:? ?J*}j:J

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 159: Jasfar 2001 Mediating Effects of Consumer Trust

muc

:J#!J*?'* G#V G“?X !X “jWJ j#?‘*G#:J j#V‘?!*[* ;X!J“? G#V *J?!G‘*G#!?* ©;J*J !;J

:X#?‘7J*?$ %J*:J%!jX#? XW ©;G! !;J[ WJJ“ :X#?!j!‘!J XW G Y‘[J*E?J““J*

*J“G!jX#?;j%? j? }J*[ j7%X*!G#!h

ah v#}J?!j'G!J !;j? :X#!j#'J#:[ 7XVJ“ j# X!;J* VX7Gj#?o j#}X“}J !;J :X7%G#[E

J7%“X[JJ? *J“G!jX#?;j%? X* !;J :X7%G#[E%G*!#J* *J“G!jX#?;j%?h

nh 9JJ♦G7j#J !;J }G*jGY“J? j# !;j? ?!‘V[ ‘?j#' G “X#'j!‘Vj#G“ VJ?j'# !X GWWX*V

!;J GYj“j![ !X !*G:K Vj*J:!“[ !;J J}X“‘!jX# XW !;J VJ!J*7j#G#!? XW :X#?‘7J*

!*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX# X}J* !j7Jh

uh Q?j#' G#X!;J* 7JG?‘*J7J#! ?:G“J !X %*X}jVJ G YJ!!J* 7JG?‘*J7J#! XW

:X#?‘7J* !*‘?!* :X#?‘7J* :X77j!7J#! G#V :‘?!X7J* ?G!j?WG:!jX#h qX*

J♦G7%“J* ?;G*JV J!;j:G“ }G“‘J? G%%JG* !X j#:*JG?J YX!; :X#?‘7J* !*‘?! G#V

:X#?‘7J* :X77j!7J#!h v! 7j';! YJ XW j#!J*J?! !X K#X© !;J J♦!J#! !X ©;j:;

:X#?‘7J*? ;G}J YJ“jJW? j# :X77X# GYX‘! ©;G! YJ;G}jX*? G*J *j';! X* ©*X#'

G#V G%%*X%*jG!J X* j#G%%*X%*jG!J G:!jX#?h C;J?J + #X*7?™ TkJjVJ G#V zX;#$?*

mbba' !;JX*j]J G? ?;G*JV }G“‘J?* !;G! G*J W‘#VG7J#!G“ !X VJWj#j!jX#? XW

X*'G#j]G!jX#G“ :‘“!‘*Jh 3;J# J♦:;G#'J %G*!#J*? ?;G*J }G“‘J?* !;J[ j#VJJV

©j““ YJ 7X*J :X77j!!JV !X !;Jj* *J“G!jX#?;j%?h -X*J j7%X*!G#!“[* !;j? }G“‘J

:G# j#:*JG?J !;J :X7%G#[$? j7G'Jh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 160: Jasfar 2001 Mediating Effects of Consumer Trust

mur

gyyhnTaH g' Sdhp,aBnngaRh

< wysgauySgAb

"‘J?!jX##Gj*J -JVjG!j#' wWWJ:!? XW C*‘?! G#V gX77j!7J#! j#

y‘[J*E”J““J* 9J“G!jX#?;j%ex# j#}J?!j'G!jX# XW x‘!X ”J*}j:J gJ#!J*? j# v#VX#J?jG

? ,JK« Oz«zVOLJ K« „% VLL%E/ZK«J W%L„%OVZ Wz7Ozz V„ n%;V d*K;zO«K„qb d*K„zW p„V„z %9 gEzOKLV' pzL„K%* a K« VD%=„ L=«„%EzO LJVOVL„zOK«„KL« V*W pzL„K%* aa VD%=„ „O=«„ V*W L%EEK„Ez*„ K* D=qzOe«zZZzO OzZV„K%*«JK/'

? C%=ZW q%= /ZzV«z „VGz V 9zj EK*=„z % 9 q%=O „KEz „% V*«jzO „Jz 9%ZZ%jK*7 $=z«„K%*«b VZZ Oz«/%*«z jKZZ Dz Gz/„ L%*9KWz*„KVZ'

fucSgwy r' <CxSwkuI x <TAIAcSuIgxSgcx PAchlIwCya

yZzV«z V*«jzO „Jz 9%ZZ%jK*7 $=z«„K%*« VD%=„ q%=O WzE%7OV/JKL LJVOVL„zOK«„KL« Dq /=„„K*7 V N:u Dz«KWz „Jz LJ%KLz „JV„ Wz«LOKDz q%=O«'

*' pz:

fVZzozEVZz

0' g7zkz«« „JV* 0_ qzVO« PPPPPP0_ „% 65 qzVO« PPPPPP6_ „% 55 qzVO« PPPPPP5_ „% __ qzVO« PPPPPPf%Oz „JV* __ qzVO«

6' a*L%Ez /zO E%*„J

kz«« „JV* R/' *b_33b333 PPPPPPR/' *b_33b333 „% R/' 0b333b333 PPPPPPR/' 0b333b333 „% R/' 0b_33b333 PPPPPPR/' 0b_33b333 „% R/' 6b333b333 PPPPPPR/' 6b333b333 „% R/' 6b_33b333 PPPPPPR/' 6b_33b333 „% R/' 5b333b333 PPPPPPf%Oz „JV* R/' 5b333b333 PPPPPP

5' fVOK„VZ «„V„=«pK*7ZzPPPPPPPPPPPPPPPPPPPPPPP PPPPPPfVOOKzW jK„J%=„ LJKZW PPPPPPfVOOKzW jK„J %*z LJKZW PPPPPPfVOOKzW jK„J E%Oz %*z LJKZWOz* PPPPPPTK;%OLz

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 161: Jasfar 2001 Mediating Effects of Consumer Trust

mup

_' h„J*KL

a*W%*z«KV*AJK*z«zB„JzO

r' hW=LV„K%*

hZzEz*„VOq pLJ%%Z l=*K%O cK7J pLJ%%Z yOKEVOq pLJ%%Z A%ZZzV7=z d*K;zO«K„q

s' BLL=/V„K%*

fV*V7zO« PPPPPPt%;zO*Ez*„ %99KLKVZ PPPPPP,zLJ*KLKV*« PPPPPPh*„Oz/Oz*z=O« PPPPPP,zVLJzO«rkzL„=OzO« PPPPPPfVOGz„zO« PPPPPPp=/zO;K«%O«PPPPPPPPPPPPPPPPPPPPPPPPPPB„JzO /O%9z««K%*VZ« 8 ( 6 U

s' nVEz %9 „Jz g=„% «zO;KLz Lz*„zO '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

t' yJ%*z *=EDzO %9 „Jz g=„% «zO;KLz Lz*„zO '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

fucSgwy nn6 PCVuI.xubbuI IubASgwyxTgq

a* „JK« «zL„K%* q%= VOz V«GzW „% LKOLZz %*z %9 „Jz «LVZz Dz„jzz* * „% pb „JV„ Wz«LOKDz q%=O OzZV„K%*«JK/ jK„J V=„% «zO;KLz Lz*„zO jJzOz q%= VOz W%K*7 „% EVK*„VK* %O Oz/VKO q%=O« LVO' o%O V 7=KWzb „Jz EzV*K*7 %9 „Jz *=EDzO« K« Ez*„K%*zW DzZZ%j'

m v p„O%*7Zq WK«V7Ozz NpTua v TK«V7Ozz NTu6 v nzK„JzO Nnu5 v g7Ozz Ngu_ v p„O%*7Zq WK«V7Ozz Npgu

”, , P x ”x

'' g=„% «zO;KLz Lz*„zO Gz/„ K*9%OEzW % 9 *zj «zO;KLz«b K*LZ=WzW K*9%OEV„K%* VD%=„ Oz/VKO ! a n u c

a h gW;KLz V*W L%=*«zZ %* EVK*„z*V*Lz V*W Oz/VKO «%=7J„ m a n u c

6' oOz$=z*Lq %9 /%«K„K;z 9zzWDVLG m a n u c

5' g=„% «zO;KLz Lz*„zO WKW*^„ V//zVO „% Dz „zZZK*7 „Jz „O=„J VD%=„ L=«„%EzO LVO^« /O%DZzE m a n u c

_' ,Jzq jzOz ;zOq „J%O%=7J jK„J Eq L%E/ZVK*„' m a n u c

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 162: Jasfar 2001 Mediating Effects of Consumer Trust

mut

r' ,Jz EV*V7zEz*„ jV« /ZzV«V*„ V*W $=KLG „% Oz«%Z;z „Jz /O%DZzE' a n u c

s' a V//OzLKV„zW „Jz «zO;KLz 9%ZZ%jK*7 =/ „% EVGz «=Oz „JV„ „Jz /O%DZzE jV« L%OOzL„zW' a n u c

t' ,Jz EV*V7zEz*„ KEEzWKV„zZq *%„KLzW „JzOz jV« V /O%DZzE' a n u c

2' ,Jz zE/Z%qzz« JV;z „Jz G*%jZzW7z V*W «GKZZ« Oz$=KOzW „% V*«jzO %=O $=z«„K%*« a n u c

*3' ,Jz zE/Z%qzz« z:VEK*z /O%DZzE« 9O%E WK99zOz*„ ;Kzj /%K*„« a n u c

**' ,Jz zE/Z%qzz« VOz «qE/V„Jz„KL V*W OzV««=OK*7 jJz* jz JV;z /O%DZzE« a n u c

*0' ,Jz zE/Z%qzz« OzVL„ $=KLGZq jJz* zOO%O« %LL=O a n u c

*6' fV*V7zEz*„ V=„% «zO;KLz Lz*„zO „VZG VD%=„ L%EE%* K*„zOz«„« Dz«KWz« «zO;KLz« LVO a n u c

*5' ,JK« V=„% «zO;KLz Lz*„zO Gzz/« *%„ VLLO=zW Z%«« % 9 «%LKVZ «V„K«9VL„K%* „JzKO« L=«„%EzO« a n u c

ap' ,JK« V=„% «zO;KLz Lz*„zO K« VZjVq« Gzz/« Z%%«z % 9 L=«„%EzO a n u cOz/=„V„K%*

*<' Cz VOz «%Ez„KEz« V„„z*W «%LKVZ z;z*„« a n u c

*s' ,JzOz VOz „KEz« jJz* Eq V=„% «zO;KLz Lz*„zO LV**%„ Dz „O=«„zW a n u c

*>' fq V=„% «zO;KLz Lz*„zO K« /zO9zL„Zq J%*z«„ V*W „O=„J9=Z a n u c

*2' a 9zzZ „JV„ a LV* „O=«„ Eq V=„% «zO;KLz Lz*„zO L%E/Zz„zZq a n u c

03' a 9zzZ „JV„ Eq V=„% «zO;KLz Lz*„zO LV* Dz L%=*„zW %* „% JzZ/ Ez a n u c

amhm DzZKz;zb „Jz V=„% «zO;KLz Lz*„zO L%EEK„„zW „% „JK« OzZV„K%*«JK/ jK„J „JzKO« L=«„%EzO« a n u c

00' ,JK« V=„% «zO;KLz Lz*„zO K« /Oz/VOzW „% EVGz «J%O„e„zOE «VLOK9KLz« „% EVK*„VK* %=O OzZV„K%*«JK/ V« V Z%*7e„zOE /VO„*zO«JK/' a n u c

06' p%Ez V« /VO„ %9 %=O D=qzOe«zZZzO OzZV„K%*«JK/ L%=ZW Dz Dz„„zO' a n u c05' A%E/VOzW „% %„JzO V=„% «zO;KLz Lz*„zOb a JV;z G*%j* %O JzVOW

VD%=„b „Jz %*z a JV;z jK„J „JK« «zO;KLz Lz*„zO K« $=K„z 7%%W' a n u c

0_' B;zOVZZb a DzZKz;z jz VOz D%„J $=K„z «V„K«9KzW jK„J %=O OzZV„K%*«JK/' a n u c0<' ,JK« K« VE%*7 Dz«„ V=„% «zO;KLz Lz*„zO OzZV„K%*«JK/ „JV„ a JV;z

z:/zOKz*LzW' a n u c

0s' a „JK*G „JK« V=„% «zO;KLz Lz*„zO K« /ZzV«zW jK„J %=O OzZV„K%*«JK/' a n u c0>' a j%=ZW «Vq %=O OzZV„K%*«JK/ L%=ZW *%„ Dz E=LJ Dz„„zO' a n u c02' a JV;z *%„ Dzz* JV//q jK„J „JK« OzZV„K%*«JK/' a n u c63' pVq /%«K„K;z „JK*7« VD%=„ V=„% «zO;KLz Lz*„zO „% %„JzO /z%/Zz' a n u c6*' RzL%EEz*W V=„% «zO;KLz Lz*„zO „% «%Ez%*z jJ% «zzG« q%=O

VW;KLz' a n u c

60' h*L%=OV7z 9OKz*W« V*W OzZV„K;z« „% W% «zO;KLz jK„J V=„% «zO;KLz Lz*„zO' a n u c

66' A%*«KWzO V=„% «zO;KLz Lz*„zO V« q%=O 9KO«„ LJ%KLz „% W% Oz/VKO «zO;KLz«' a n u c

65' T% E%Oz OzZV„K%*«JK/ jK„J g=„% «zO;KLz Lz*„zO K* „Jz *z:„ 9zj a n u cqzVO«'

6_' T% Zz«« OzZV„K%*«JK/ jK„J V=„% «zO;KLz Lz*„zO K* „Jz *z:„ „KEz' a n u c

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 163: Jasfar 2001 Mediating Effects of Consumer Trust

mub

6<' ,VGz «%Ez % 9 q%=O D=«K*z«« „% V*%„JzO V=„% «zO;KLz Lz*„zO „JV„ %99zO« Dz„„zO /OKLz« a n u c

6s' A%*„K*=z OzZV„K%*«JK/ jK„J V=„% «zO;KLz Lz*„zO VZ„J%=7J K„« /OKLz« K*LOzV«z «%EzjJV„ a n u c

6>' yVq V JK7JzO /OKLz „JV* %„JzO V=„% «zO;KLz Lz*„zO LJVO7z 9%O „Jz Dz*z9K„« q%= L=OOz*„Zq OzLzK;z 9O%E V=„% «zO;KLz Lz*„zO' a n u c

62' pjK„LJ „% V V*%„JzO V=„% «zO;KLz Lz*„zO K9 q%= JV;z V* K*L%*;z*Kz*Lz z:/zOKz*Lz jK„J V=„% «zO;KLz Lz*„zO a n u c

53' pVq „% %„JzO L=«„%EzO«b K9 q%= JV;z V* K*L%*;z*Kz*Lz z:/zOKz*Lz jK„J V=„% «zO;KLz Lz*„zO' a n u c

5*' A%E/ZVK* „% z:„zO*VZ V7z*LKz« «=LJ V« „Jz a*W%*z«KV* A%*«=EzO « gW;K«%Oq pzO;KLz«b K9 q%= JV;z V* K*L%*;z*Kz*Lz z:/zOKz*Lz V /O%DZzE jK„J V=„% «zO;KLz Lz*„zO'

a n u c

50' A%E/ZVK* „% V=„% «zO;KLz Lz*„zO «=/zO;K«%O K9 q%= JV;z V* K*L%*;z*Kz*Lz z:/zOKz*Lz jK„J V=„% «zO;KLz Lz*„zO' a n u c

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 164: Jasfar 2001 Mediating Effects of Consumer Trust

mcs

RhohRhnAhp

x#VJ*?X#* wh Tmbbu'* +g*X??E gG!J'X*[ LG*jG!jX# j# g‘?!X7J* ”G!j?WG:!jX# G#V 9J!J#!jX#™* T=GJ7FLP< %7FF7G:y c TzG#‘G*['* mbEnsh

x#VJ*?X#* zG7J? gh G#V zG7J? xh PG*‘? Tmbbs'* +x -XVJ“ X W ,j?!*jY‘!X* qj*7 G#V -G#‘WG:!‘*J* qj*7 3X*Kj#' 6G*!#J*?;j%™* xADGP=R A • T=GJ7FLP<y cu TzG#‘G*['* uaEcth

x#VJ*?X#* w‘'J#J 3h G#V -G*[ 3h ”‘““j}G# Tmbbs'* +g‘?!X7J* ”G!j?WG:!jX# G#V 9J!J#!jX# x:*X?? qj*7?™* %*J?J#!G!jX# G! !;J Cv-” gX““J'J XW -G*KJ!j#' ”%J:jG“ v#!J*J?! gX#WJ*J#:J X# ”J*}j:J? -G*KJ!j#'* PG?;}j““J* CP* T”J%!J7YJ*'h

x#VJ*?X#* w*j# Tmbba'* +C;J Q?J X W 6“JV'J? !X y‘j“V G#V ”‘?!Gj# gX77j!7J#! j# ,j?!*jY‘!jX# g;G##J“?™* xADGP=R A • T=GJ7FLP< )7:7=G9My *t TqJY*‘G*['* mtEnuh

DDDDDDG#V yG*!X# xh 3Jj!] Tmbtb'* +,J!J*7j#G#!? XW gX#!j#‘j![ j#gX#}J#!jX#G“ v#V‘?!*jG“ g;G##J“ ,[GV™* T=GJ7FLP< .9L7P97y t TqG““'* nmsEnanh

DDDDDD* )JX#G*V -h )XVj?; G#V yG*!X# xh 3Jj!] Tmbtp'* +9J?X‘*:J x““X:G!jX#yJ;G}jX* j# gX#}J#!jX#G“ g;G##J“?™* xADGP=R A • T =GJ7FLP< )7:7=G9My an TqJY*‘G*['* acuEarah

yGYYG:‘?* wh G#V Bh3h yXj“J* Tmbba'* +x# w7%j*j:G“ x??J??7J#! XW !;J ”w9L"Qx) ”:G“J™* xADGP=R A • gD:LP7:: )7:7=G9My auh

yGYYjJ* wG*“ Tasss'* #M7 2G=9FL97 A • .A9L=R )7:7=G9My yJ“7X#!* gxe 3GV©X*!; 6‘Y“j?;j#' gX7%G#[h

yG'X]]j* 9j:;G*V 6h G#V )[# 3h 6;j““j%? Tmbpu'* +-G*KJ!j#' G? x# H*'G#j]JV yJ;G}jX*G“ ”[?!J7 XW w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y nt TH:!XYJ*'* ppEtah

DDDDDDTmbpc'* +-G*KJ!j#' G? w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y nb TH:!XYJ*'*naEnbh

DDDDDDTmbbc'* +9JW“J:!jX#? X# 9J“G!jX#?;j% -G*KJ!j#' j# gX#?‘7J* -G*KJ!?™*xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an Tx%*j“'h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 165: Jasfar 2001 Mediating Effects of Consumer Trust

mcm

yG*#J?* zG7J? Bh G#V z‘Vj!; xh g‘7Y[ Tmbbb'* +gX77‘#j:G!j#' g‘?!X7J* LG“‘J j# 9J“G!jX#?;j% E qX:‘?JV ”J*}j:J H*'G#j]G!jX#?™* 6*J?J#!JV G! !;J mbbb ”w9LvB ”J*}j:J? 9J?JG*:; gX#WJ*J#:J XW !;J x7J*j:G# -G*KJ!j#' x??X:jG!jX#* +zG]]j#' j#!X !;J PJ© -j““J#j‘7™* PJ© H*“JG#?* )x Tx%*j“'* mEma

yG*X#* 9J‘YJ# -h G#V ,G}jV xh (J##[ Tmbtr'* +C;J -XVJ*G!X* E -JVjG!X* LG*jGY“J ,j?!j#:!jX# j# ”X:jG“ 6?[:;X“X'j:G“ 9J?JG*:;e gX#:J%!‘G“* ”!*G!J'j:* G#V ”!G!j?!j:G“ gX#?jVJ*G!jX#?™* xADGP=R A • 27G:AP=RLFH =P5 .A9L=R 2:H9MARA<H* cm Tz‘#J'* mmpnEmmtah

yJ**[* )JX#G*V )h Tmbtn'* +9J“G!jX#?;j% -G*KJ!j#'™* j# IS7G<LP< 27G:E79FLK7: AP .7GKL97: T=GJ7FLP<y )h yJ**[* Bh)h ”;X?!G:K* G#V Bh,h Q%G;* wV?h g;j:G'X e x7J*j:G# -G*KJ!j#' x??X:jG!jX#* acEath

DDDDDDG#V xh 6G*G?‘*G7G# Tmbbm'* T=GJ7FLP< .7GKL97:y PJ© ZX*Ke C;J q*JJ6*J??h

* xh 6G*G?‘*G7G#* 4Jj!;G7G“* LG“J*jJ xh Tmbbu'* +v7%*X}j#' ”J*}j:J"‘G“j![ j# x7J*j:Ge )J??X#? )JG*#JV™* k9=57SH A • T=P=<7S7PF I’79DFLK7y t TPXh a'* naEuch

DDDDDDTmbbc'* BP fG7=F .7GKL97i k dG=S76AGJ •A G k9FLAP* PJ© ZX*Ke q*JJ6*J??h

Tmbbb'* cL:9AK7GLP< FM7 .ADR A • .7GKL97y PJ© ZX*Ke C;J q*JJ 6*J??h

DDDDDD Tmbbc'* +9J“G!jX#?;j% -G*KJ!j#' XW ”J*}j:J?e B*X©j#' v#!J*J?!*w7J*'j#' 6J*?%J:!j}J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TPXh u'* anrEauch

DDDDDDG#V PJJ“j yJ#VG%‘Vj Tmbbp'* +g‘?!X7J*$? -X!j}G!jX#? WX* -Gj#!Gj#j#'9J“G!jX#?;j% ©j!; ”J*}j:J 6*X}jVJ*™* xADGP=R A • )7F=LRLP<y pn TzG#‘G*['* mbEnph

y;G*GV©G’* ”‘#VG* Bh* 6h 9G’ G# LG*GVG*G’G# G#V zX;# qG;[ Tmbbn'* +”‘?!Gj#GY“J gX7%J!j!j}J xV}G#!G'J j# ”J*}j:J v#V‘?!*jJ?e x gX#:J%!‘G“ -XVJ“ G#V 9J?JG*:; 6*X%X?j!jX#?™* xADGP=R A • T=GJ7FLP<y cp TH:!XYJ*'* tnEbbh

yjJ?* 9XYJ*! zh G#V ,JY*G )h ”;G%j*X Tmbtp'* +v#!J*G:!jX#G“ qGj*#J?? z‘V'J7J#!e C;J v#W“‘J#:J XW gG‘?G“ x::X‘#!™* .A9L=R xD:FL97 )7:7=G9My m* mbbEamth

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 166: Jasfar 2001 Mediating Effects of Consumer Trust

mca

yj!#J** -G*[ zX Tmbbs'* $$w}G“‘G!j#' ”J*}j:J w#:X‘#!J*? C;J wWWJ:!? XW 6;[?j:G“ ”‘**X‘#Vj#'? H# g‘?!X7J*? G#V w7%“X[JJ?*™ xADGP=R A • T=GJ7FLP<y cu Tx%*j“'* rbEtah

Tmbbc'* +y‘j“Vj#' ”J*}j:J? 9J“G!jX#?;j%?e v! j? x““ xYX‘! 6*X7j?J™*xADGP=R A • FM7 k9=57SH A • .9L7P97y an Tx%*j“'* aurEacmh

y“G‘* 6h -h Tmbru'* I’9M=P<7 =P5 2A67G LP .A9L=R %L•7y PJ© ZX*Ke zX;# 3j“J[ G#V ”X#?* v#:h

yXX7?* yJ*#G*V kh G#V yj!#J* -G*[ zX Tmbtm'* +-G*KJ!j#' ”!*G!J'jJ? G#V H*'G#j]G!jX#G“ ”!*‘:!‘*J? WX* ”J*}j:J qj*7?+* T=GJ7FLP< A • .7GKL97:y zG7J? xh ,X##J““[ G#V 3j““jG7 9h BJX*'J* JV?h g;j:G'Xe x7J*j:G# -G*KJ!j#' x??X:jG!jX#* upEcmh

y*G‘#* g;G*“J[ Tmbbp'* +H*'G#j]G!jX#G“ v#WjVJ“j![e kX© LjX“G!jX#? XW C*‘?! xWWJ:! !;J w7%“X[JJ E w7%“X[J* 9J“G!jX#?;j%?™* k9=57SH A • T=P=<7S7PF I’79DFLK7y mm TPXh u'* buEmsuh

y‘:;G#G#* )G‘*G##J Tmbba'* +LJ*!j:G“ C*GVJ 9J“G!jX#?;j%?e C;J 9X“J XW ,J%J#VJ#:J G#V ”[77J!*[ j# x!!Gj#j#' H*'G#j]G!jX#G“ BXG“?™* xADGP=R A • T=GJ7FLP< )7:7=G9My ab TqJY*‘G*['* rcEpc

y‘:K“j#* )X‘j? 6h G#V ”G#’j! ”J#'‘%!G Tmbbn'* +H*'G#j]j#' ”‘::J??W‘“ gXE -G*KJ!j#' x““jG#:J?™* xADGP=R A • T=GJ7FLP<y cp Tx%*j“'* na E urh

gG*7G#* zh -h Tmbbs'* +gX#?‘7J* 6J*:J%!jX#? XW ”J*}j:J "‘G“j![e x# x??J??7J#! XW ”w9L"Qx) ,j7J#?jX#?™* xADGP=R A • T=GJ7FLP<y rr TzG#‘G*['* nnEcch

g;G“7J*?* vG# Tmbbc'* qAP<RAS7G=:Li C7<=G= 5=P TA5=R c=R=S ?P5D:FGL BFASAFL• ?P5AP7:L=y 6Ch B*G7JVjG 6‘?!GKG Q!G7G* zGKG*!Gh

g;‘*:;j““* Bh G#V gh ”‘%*J#G#! Tmbta'* +x# v#}J?!j'G!jX# j#!X !;J ,J!J*7j#G#!? XW g‘?!X7J* ”G!j?WG:!jX#™* xADGP=R A • T=GJ7FLP< )7:7=G9My mb*ubmEcsuh

g*X?Y[* )G©*J#:J xh w}G#?* (J##J!; 9h G#V ,JYX*G; gX©“J? Tmbbs'* $$9J“G!jX#?;j% /‘G“j![ j# ”J*}j:J? ”J““j#' x# v#!J*%J*?X#G“ v#W“‘J#:J 6J*?%J:!j}J™* xADGP=R A • T=GJ7FLP<y cu Tz‘“['* rtEtmh

g]J%jJ“* zX;# xh Tmbbs'* +”J*}j:J w#:X‘#!J*? G#V ”J*}j:J 9J“G!jX#?;j%?e v7%“j:G!jX#? WX* 9J?JG*:;™* xADGP=R A • gD:LP7:: )7:7=G9My as* mnEamh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 167: Jasfar 2001 Mediating Effects of Consumer Trust

mcn

g*X#j#* zh zX?J%;* z*h G#V ”!J}J# xh CG[“X* Tmbba'* +-JG?‘*j#' ”J*}j:J "‘G“j![e x 9JJ♦G7j#G!jX# G#V w♦!J#?jX#*™ xADGP=R A • T=GJ7FLP<y r- Tz‘“['* ccErth

,X#J[* 6G!*j:jG -h G#V gG##X#* zX?J%; 6h Tmbbp'* +x# w♦G7j#G!jX# XW !;J PG!‘*J XW C*‘?! j# y‘[J*E”J““J* 9J“G!jX#?;j%?*™ xADGP=R A • T=GJ7FLP<*rm Tx%*j“'* ncEcmh

,‘#:G#* CX7 G#V ”G#V*G wh -X*jG*![ Tmbbt'* +x gX77‘#j:G!jX# E yG?JV -G*KJ!j#' -XVJ“ WX* -G#G'j#' 9J“G!jX#?;j%?*™ xADGP=R A • T=GJ7FLP<*ra Tx%*j“'h

,©[J** qh 9XYJ*!* 6G‘“ kh ”:;‘** G#V ”J’X H; Tmbtp'* N,J}J“X%j#' y‘[J*E ”J““J* 9J“G!jX#?;j%™* xADGP=R A • T=GJ7FLP<y cm Tx%*j“'* mmEaph

wG?!X#* BJXWW G#V )‘j? x*G‘’X Tmbbu'* +-G*KJ! w♦:;G#'J* ”X:jG“ ”!*‘:!‘*J G#V Cj7J™* IDGAE7=P xADGP=R A • T=GJ7FLP<y at T-G*:;'h

w''J*!* x#V*JG? Tasss'* +g‘?!X7J*E6J*:Jj}JV LG“‘Je x ”‘Y?!j!‘!J WX* ”G!j?WG:!jX# j# y‘?j#J?? -G*KJ!.™* 6G%J* 6*J?J#!JV G! !;J kTk .DSS7G T=GJ7FLP< I5D9=FAG: ( vAP•7G7P97y g;j:G'X* mEamh

w7X*[* gh 3j““jG7 G#V ,X#G“V 9h gXX%J* Tmbbc'* gD:LP7:: )7:7=G9M T7FMA5:y yX?!X#* -xe 9j:;G*V ,h v*©j#* v#:h

w}G#?* zXJ“ 9h G#V 9j:;G*V )h )G?Kj# Tmbbu'* +C;J 9J“G!jX#?;j% -G*KJ!j#' 6*X:J??e x gX#:J%!‘G“j]G!jX# G#V x%%“j:G!jX#™* ?P5D:FGL=R T=GJ7FLP< T=P=<7S7PFy an* w“?J}jJ* ”:jJ#:J v#:* rcc x}J#‘J XW !;J x7J*j:G?* PJ© ZX*K* PZ mssmsh

q*G]jJ** BG**[ )h* 9XYJ*! wh ”%JK7G# G#V g;G*“J? 9h H$PJG“ Tmbtt'* +z‘?! E j#E Cj7J w♦:;G#'J 9J“G!jX#?;j%? j# v#V‘?!*jG“ -G*KJ!?*™ xADGP=R A • T=GJ7FLP<y ca TH:!XYJ*'* caErph

BG#J?G#* ”;G#KG* Tmbbu'* + ,J!J*7j#G#!? XW )X#' E CJ*7 H*jJ#!G!jX# j# y‘[J*E ”J““J* 9J“G!jX#?;j%*™ xADGP=R A • T=GJ7FLP<y ct Tx%*j“'* mEmbh

BG*YG*j#X* w““J# G#V -G*K ”h zX;#?X# Tmbbb'* +C;J ,jWWJ*J#! 9X“J? XW ”G!j?WG:!jX#* C*‘?!* G#V gX77j!7J#! j# g‘?!X7J* 9J“G!jX#?;j%* xADGP=R A • T=GJ7FLP<y rn Tx%*j“'* psEtph

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 168: Jasfar 2001 Mediating Effects of Consumer Trust

mcu

BX*VX#* q‘““J*!X# G#V ”;j*“J[ CG[“X* Tasss'* +C;J 9X“J XW gX77j!7J#! j# ”J*}j:J 9J“G!jX#?;j%?™* *www kTk .DSS7G T=GJ7FLP< I5D9=FAG:(2GA9775LP<:y g;j:G'X* nEauh

B*X#*XX?* gh Tmbpt'* +x ”J*}j:JEH*jJ#!JV x%%*XG:; !X -G*KJ!j#' XW ”J*}j:J?*™ IDGAE7=P xADGP=R A • T=GJ7FLP<y ma Tx‘'‘?!'* cttErsmh

Tmbtt'* +”J*}j:J "‘G“j![e C;J ”j♦ g*j!J*jG XW BXXV 6J*:Jj}JV ”J*}j:J"‘G“j![™* )7KL76 A • gD:LP7::y ”!h zX;#$? Q#j}J*?j![* b T©j#!J*'* msEmnh

Tmbbs'* .7GKL97 T=P=<7S7PF =P5 T=GJ7FLP<y )J♦j#'!X#* -x)J♦j#'!X# yXXK?h

DDDDDD Tmbbc'* +9J“G!jX#?;j% -G*KJ!j#'e !;J ”!*G!J'[ gX#!j#‘‘7™* xADGP=R A •#M7 k9=57SH A • T=GJ7FLP< .9L7P97y an Tx%*j“'* acaEacuh

B‘#V“G:;* B*J'X*[ Ch G#V 6G!*j:K wh -‘*%;[ Tmbbn'* +w!;j:G“ G#V )J'G“ qX‘#VG!jX#? XW 9J“G!jX#G“ -G*KJ!j#' w♦:;G#'J*™ xADGP=R A • T=GJ7FLP<y rs TH:!XYJ*'* ncEurh

B‘#V“G:;* B*J'X*[ Ch* 9G}j ”h x:;*X“ G#V zX;# Ch -J#!]J* Tmbbc'* +C;J ”!*‘:!‘*J XW gX77j!7J#! j# w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y cb TzG#‘G*['* ptEbah

B©j##J** (J}j# 6h* ,©G[#J[ ,h B*J7“J* G#V -G*[ zX yj!#J* Tmbbt'* +9J“G!jX#G“ yJ#JWj!? j# ”J*}j:J v#V‘?!*jJ?e C;J g‘?!X7J*$? 6J*?%J:!j}J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y ”%*j#'* msmEmmuh

kJjVJ* zG# yh G#V BJX*'J zX;# Tmbba'* +,X PX*7? -G!!J* j# -G*KJ!j#' 9J“G!jX#?;j%.™ xADGP=R A • T=GJ7FLP<y cr Tx%*j“'* naEuuh

kX‘?!X#* qh ”h G#V zh yh BG??J#;Jj7J** Tmbtp'* +-G*KJ!j#' G#V w♦:;G#'J*™ xADGP=R A • T=GJ7FLP<y cm TH:!XYJ*'

k*JYj#jGK* )G©*J#:J Bh Tmbpu'* +wWWJ:!? XW zXY )J}J“ G#V 6G*!j:j%G!jX# X# w7%“X[JJ x!!j!‘VJ? G#V 6J*:J%!jX#? XW v#W“‘J#:J™* k9=57SH A • T=P=<7S7PF xADGP=Ry mp*rubErrah

(JG}J#J[* ”‘?G# -h Tmbbc'* +g‘?!X7J* ”©j!:;j#' yJ;G}jX* j# ”J*}j:J v#V‘?!*jJ?e x# w♦%“X*G!X*[ ”!‘V[*™ xADGP=R A • T=GJ7FLP<y x%*j“* pmEtah

(X!!“J** 6;j“j% Tmbbt'* T=GJ7FLP< T=P=<7S7PFi kP=RH:L:y 2R=PPLP<y ?SER7S7PF=FLAP =P5 vAPFGARy g;j:G'X* v““j#Xj?e 6*J#!j:J kG““h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 169: Jasfar 2001 Mediating Effects of Consumer Trust

mcc

DDDDDD G#V 9X#G“V wh C‘#J* Tmbbt'* +-G*KJ!j#' -G#G'J7J#!e x#G“[?j?*6“G##j#'* v7%“J7J#!G!jX# G#V gX#!*X“™* ”:G*YX*X‘';* H#!G*jX* gG#GVGe 6*J#!j:J kG““ gG#GVG v#:h

Tmbpa'* +C;J BJ#J*j: gX#:J%! XW -G*KJ!j#' ™* xADGP=R A • T=GJ7FLP<*nr Tx%*j“'* urEcuh

DDDDDDG#V ”jV#J[ zh )J}[ Tmbrb'* +y*XGVJ#j#' !;J gX#:J%! XW -G*KJ!j#' ™*xADGP=R A • T=GJ7FLP<y nn TzG#‘G*['* msEmch

(‘7G** Pj*7G“[G Tmbbr'* +C;J 6X©J* XW C*‘?! j# -G#‘WG:!‘*J*E9J!Gj“J* 9J“G!jX#?;j%?™* '=GK=G5 gD:LP7:: )7KL76y PX}J7YJ*E,J:J7YJ** bcEbph

)G*]J“J*J* 9XYJ*! wh G#V CJV )h kX‘?!X# Tmbts'* +C;J ,[GVj: C*‘?! ”:G“Je CX©G*V Q#VJ*?!G#Vj#' v#!J*%J*?X#G“ C*‘?! j# g“X?J 9J“G!jX#?;j%?*™ xADGP=R A • T=GGL=<7 =P5 FM7 •=S LRHy ua Tx‘'‘?!'* cbcErsuh

)G%jJ**J* zX]JJ Tmbbr'* +”J*}j:J "‘G“j![e C;J gX#?!*‘:!* v!? ,j7J#?jX#G“j![ G#V v!? -JG?‘*J7J#!*™ xV}G#:J? LP :7GKL97: T=GJ7FLP< =P5 T=P=<7S7PFy ch

)j“’G#VJ** LJ*X#j:G G#V ”!*G#V}jK CX*J Tmbbc'* +C;J PG!‘*J XW g‘?!X7J* 9J“G!jX#?;j%? j# ”J*}j:J?™* xV}G#:J? j# .7GKL97: LP T=GJ7FLP< =P5 T=P=<7S7PFy u* mumEmrph

)j#V?KX“V* ”}J## Tmbpt'* +C*‘?! ,J}J“X%7J#!* C;J B9vC 6*X%X?G“* G#V !;J wWWJ:!? XW gX#:j“jG!X*[ x:!? X# gX#W“j:! G#V gXX%J*G!jX#*™ 2:H9MARA<L9=R gDRR7FLPy tc Tx%*j“'h

)“X[V* ”‘?G# -h Tasss'* +CX©G*V Q#VJ*?!G#Vj#' 9J“G!jX#?;j% -G*KJ!j#' q*X7 C;J gX#?‘7J*?$ 6J*?%J:!j}Je 3;G! 9J“G!jX#?;j% x*J G#V 3;[ gX#?‘7J*? g;XX?J !X w#!J* C;J7™ *www kTk .DSS7G T=GJ7FLP< I5D9=FAG:( 2GA9775LP<:y g;j:G'X* maEash

)X}J“X:K* g;*j?!X%;J* kh Tmbtn'* +g“G??jW[j#' ”J*}j:J? !X BGj# ”!*G!J'j: -G*KJ!j#' v#?j';!?*™ xADGP=R A • T=GJ7FLP<y up T”‘77J*'* bEash

-G:#Jj“* vG# 9h Tmbts'* #M7 C76 .A9L=R vAPFG=9Fy kP ?PODLGH LPFA TA57S vAPFG=9FD=R )7R=FLAP:y PJ© kG}J#* gCe ZG“J Q#j}J*?j![ 6*J??h

-J[J** zX;# 6h G#V PG!G“jJ zh x““J# Tmbtu'* +CJ?!j#' !;J •”jVJEyJ! C;JX*[$ XW H*'G#j]G!jX#G“ gX77j!7J#!e ”X7J -J!;XVX“X'j:G“ gX#?jVJ*G!jX#?*™ xADGP=R A • kEERL75 2:H9MARA<Hy rb T-G*:;'* npaEnpth

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 170: Jasfar 2001 Mediating Effects of Consumer Trust

mcr

-X*'G#* 9XYJ*! -h G#V ”;J“Y[ ,h k‘#! Tmbbu'* +C;J gX*G7j!7J#!EC*‘?! C;JX*[ XW 9J“G!jX#?;j% 7G*KJ!j#'™* xADGP=R A • T=GJ7FLP< ct Tz‘“['* asE nth

-XX*7G#* g;*j?!j#J* 9X;j! ,J?;%G#VJ G#V BJ*G“V 4G“!7G# Tmbbn'* +qG:!X*? xWWJ:!j#' C*‘?! j# -G*KJ! 9J?JG*:; 9J“G!jX#?;j%?™* xADGP=R A • T=GJ7FLP<y cp TzG#‘G*['* tmEmsmh

DDDDDD* BJ*G“V 4G“!7G# G#V 9X;j! ,J?;%G#VJ Tmbba'* +9J“G!jX#?;j%? yJ!©JJ#6*X}jVJ*? G#V Q?J* XW -G*KJ!j#' 9J?JG*:;e C;J ,[#G7j:? XW C*‘?! 3j!;j# G#V yJ!©JJ# H*'G#j]G!jX#*™ xADGP=R A • T=GJ7FLP< )7:7=G9My ab Tx‘'‘?!'* nmuEnabh

PX*7G##* 9j:;G*V Tmbbr'* .7GKL97 T=P=<7S7PF , .FG=F7<H =P5 %7=57G:MLE LP .7GKL97 gD:LP7::* w#'“G#Ve zX;# 3j“J[ G#V ”X#?h

P‘##G““[* z‘7 gh Tmbpt'* 2:H9MAS7FGL9 #M7AGHy aVhJVh PJ©ZX*Ke -:B*G©Ekj““ yXXK gX7%G#[h

H“j}J** 9h Tmbts'* +x gX'#j!j}J -XVJ“ XW !;J x#!J:JVJ#!? G#V gX#?J/‘J#:J XW ”G!j?WG:!jX# ,J:j?jX#?™* xADGP=R A • T=GJ7FLP< )7:7=G9M* mp TPX}J7YJ*'* ursEurbh

Tmbbn'* +gX'#j!j}J* xWWJ:!j}J G#V x!!*jY‘!J yG?J? XW !;J ”G!j?WG:!jX#9J?%X#?J™* xADGP=R A • vAP:DS7G )7:7=G9My as* umtEunsh

DDDDDD G#V 3h ,J”G*YX Tmbtt'* +9J?%X#?J ,J!J*7j#G#!? j# ”G!j?WG:!jX#z‘V'7J#!™* xADS95 A • vAP:DS7G )7:7=G9M* mu T-G*:;'* ubcEcsph

6G#V[G* x#j“ G#V PjK;j“J?; ,;X“GKjG Tmbba'* +x# v#?!j!‘!jX#G“ C;JX*[ XW w♦:;G#'J j# -G*KJ!j#'™* IDGAE7=P xADGP=R A • T=GJ7FLP<y ar T,J:J7YJ*'h

6G*G?‘*G7G#* LG“J*jJ xh 4Jj!;G7“ G#V )JX#G*V )h yJ**[ Tmbtc'* +x gX#:J%!‘G“ -XVJ“ XW ”J*}j:J "‘G“j![ G#V v!? v7%“j:G!jX#? WX* q‘!‘*J 9J?JG*:;™* xADGP=R A • T=GJ7FLP<y ub TqG““'* umEcsh

DDDDDD* LG“J*jJ xh 4Jj!;G7“ G#V )JX#G*V )h yJ**[ Tmbbu'* +9JG??J??7J#! XWw♦%J:!G!jX#? G? G gX7%G*j?X# ”!G#VG*! j# -JG?‘*j#' ”J*}j:J "‘G“j![ v7%“j:G!jX#? WX* q‘*!;J* 9J?JG*:;™* xADGP=R A • T=GJ7FLP<y ct TzG#‘G*['* mmmEmauh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 171: Jasfar 2001 Mediating Effects of Consumer Trust

mcp

DDDDDD* )JX#G*V )h yJ**[* LG“J*jJ xh 4Jj!;G7“ Tmbbm'* +9JWj#J7J#! G#V9JG??J??7J#! XW !;J ”w9L"Qx) ”:G“J™* xADGP=R A • )7F=LRLP<y rp Tx%*j“'* uasEucsh

* )JX#G*V )h yJ**[* LG“J*jJ x 4Jj!;G7“ Tmbbn'* +-X*J X# v7%*X}j#'”J*}j:J "‘G“j![ -JG?‘*J7J#!™* xADGP=R A • )7F=LRLP<y rb T”%*j#''* musE muph

6*j:J* )j#VG )h* w*j: zh x*#X‘“V G#V 6G!*j:K C‘*#J[ Tmbbc'* +BXj#' !X w♦!*J7Je -G#G'j#' ”J*}j:J w#:X‘#!J*? G#V x??J??j#' 6*X}jVJ* 6J*WX*7G#:J™* xADGP=R A • T=GJ7FLP<y cb Tx%*j“'* tnEbph

6J!J** zG# kJ#V*jK Tmbbb'* +”J*}j:J -G#G'J7J#! -G#G'j#' !;J v7G'J™* C*j?GK!j Q#j}J*?j![* zGKG*!Gh v#VX#J?jGh

6J[*X!* -G*K* 6;j“j% ,h gXX%J* G#V ,X#G“V ”:;#G%W Tmbbn'* +gX#?‘7J* ”G!j?WG:!jX# G#V 6J*:Jj}JV "‘G“j![ X W H‘!%G!jJ#! kJG“!; ”J*}j:J?™* xADGP=R A • '7=RFM v=G7 T=GJ7FLP<y 3j#!J** auEnnh

9Jj:;J*?* xhwh Tmbtc'* +x 9J}jJ© G#V 9J:X#:J%!‘G“j]G!jX# XW H*'G#j]G!jX#G“ gX77j!7J#!*™ k9=57SH A • T=P=<7S7PF )7KL76y ms* urcEuprh

9J7%J“* zX;# (h* zX;# Bh kX“7J? G#V -G*K 6h 4G##G Tmbtc'* +C*‘?! j# g“X?J 9J“G!jX#?;j%?*™ xADGP=R A • 27G:AP=RLFH =P5 .A9L=R 2:H9MARA<Hy ub Tm'* bcEmmah

9XYj#?X#* ”G#V*G )h Tmbbr'* +C*‘?! G#V y*JG:; X W !;J 6?[:;X“X'j:G“ gX#!*G:!™* k5SLPL:FG=FLK7 .9L7P97 0D=GF7GRHy Tum'* cpuEcbbh

9‘?!* 9X“G#V Ch* x#!;X#[ zh 4G;X*jK G#V Cj7X!;[ )h (Jj#j#';G7 Tmbbp'* .7GKL97 T=GJ7FLP<y kG*%J* gX““j#? gX““J'J? 6‘Y“j?;J*?* PJ© ZX*Kh

DDDDDD G#V x#!;X#[ zh 4G;X*jK Tmbbn'* +g‘?!X7J* ”G!j?WG:!jX#* g‘?!X7J*9J!J#!jX#* G#V -G*KJ! ”;G*J™* xADGP=R A • )7F=LRLP<y -t TqJY*‘G*['* mbnE ambh

9X!!J** z‘“jG# yh Tmbrp'* +x PJ© ”:G“J WX* !;J -JG?‘*J7J#! XW v#!J*%J*?X#G“ C*‘?!™* xADGP=R A • 27G:AP=RLFHy nc Tx%*j“'* rcmErrch

”JjVJ*?* (G!;“JJ# G#V )JX#G*V )h yJ**[ Tmbbt'* +”J*}j:J qGj*#J??e 3;G! v! v? G#V 3;[ v! -G!!J*?™* k9=57SH A • T=P=<7S7PF I’79DFLK7y -G[* tEash

”J}j““G* gX#?‘J“X B* J!h G“* Tmbbp'* )7:7=G9M T7FMA5:y 9J♦h 6*j#!j#' gX7%G#[h v#:h -G#j“Gh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 172: Jasfar 2001 Mediating Effects of Consumer Trust

mct

”;JG}J?* ,G%;#J wh G#V zG7J? Bh yG*#J? Tmbbr'* +C;J q‘#VG7J#!G“? XW 9J“G!jX#?;j%?e x# w♦%“X*G!jX# XW !;J :X#:J%! !X '‘jVJ 7G*KJ!j#' j7%“J7J#!G!jX#™* k5K=P97: LP .7GKL97: T=GJ7FLP< =P5 T=P=<7S7PFy c* amcEauch

”;J!;* zG'Vj?; Ph G#V x!‘“ 6G*}G!j[G* Tmbbc'* +9J“G!jX#?;j% -G*KJ!j#' j# gX#?‘7J* -G*KJ!?e x#!J:JVJ#!? G#V gX#?J/‘J#:J?*™ xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TqG““'* accEapmh

”7j!;* zh y*X:K G#V ,X#G“V 3h yG*:“G[ Tmbbp'* +C;J wWWJ:!? XW H*'G#j]G!jX#G“ ,jWWJ*J#:J? G#V C*‘?! X# !;J wWWJ:!j}J#J?? XW ”J““j#' 6G*!#J* 9J“G!jX#?;j%?™* xADGP=R A • T=GJ7FLP<y rmTzG7jG*['* nEamh

”!G#“J[* ”:X!! -h G#V kX©G*V zh -G*K7G# Tmbba'* +x??J??j#' gX77j!7J#!? j# 6J*?X#G“ 9J“G!jX#?;j%?™* xADGP=R A • T=GGL=<7 =P5 FM7 d=SLRH* x‘'‘?!* cbcErsth

”!G!”XW!* v#:h Tmbbc'* .F=FL:FL9= •A G 1LP5A6: evASEDF7G 2GA<G=S T=PD=Rlh C‘“?G* H(e ”!G”XW* v#:

”!J*#* yG*YG*G yh* g*Gj' zh C;X7%?X# G#V w*j: zh x7X‘“V Tmbbt'* +PG**G!j}J x#G“[?j? XW G -G*KJ!j#' 9J“G!jX#?;j%e C;J gX#?‘7J*$? 6J*?%J:!j}J™* 2:H9MARA<H =P5 T=GJ7FLP<y mc Tn'h

”‘VjG*!X* 9jG# G#V 9‘?“j#G ”h Tmbbb'* •+C;J q*G#:;j?JJ HW -X!X* x‘!X ”J*}j:J gJ#!J*™* .1k T=<=QLP7y *r' 0Li bE as ,J:J7YJ*h

DDDDDD G#V CG‘WjK kjVG[G! Tmbbb'* +gG* ”G“X#e x “G gG*$? v#!J*#G!jX#G“™* .1kT=<=QLP7y ami0L* muEmch

”3x -G'G]j#J Tmbbb'* LX“‘7J aci0Li bE,J:* mmh

CG♦* ”!J%;J# ”h* ”!J%;J# 3h y*X©# G#V -‘*G“j g;G#V*G?;JKG*G# Tmbbt'* +g‘?!X7J* w}G“‘G!jX# XW ”J*}j:J gX7%“Gj#! w♦%J*jJ#:J?e v7%“j:G!jX#? WX* 9J“G!jX#?;j% -G*KJ!j#'™* xADGP=R A • T=GJ7FLP<y ra Tx%*j“'h

CG[“X** ”!J}J# xh G#V C;X7G? )h yGKJ* Tmbbu'* +x# x??J??7J#! XW !;J 9J“G!jX#?;j% YJ!©JJ# ”J*}j:J "‘G“j![ G#V g‘?!X7J* ”G!j?WG:!jX# j# !;J qX*7G!jX# XW gX#?‘7J*?$6‘*:;G?J™* zX‘*#G“ A•)7F=LRLPy ps TPXh a'h

C;J v#VX#J?jG# gJ#!*G“ y‘*JG‘ XW ”!G!j?!j:? Tmbbc'* ?P5AP7:L= ?PEDF BDFEDF #=3R7y LX“‘7Jh m* 6*j#!JV Y[ gLh PG*jX ”G*j* zGKG*!Gh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 173: Jasfar 2001 Mediating Effects of Consumer Trust

mcb

LG*GVG*G’G#* 6h G#V ,G#jJ“ 9G’G*G!#G7 Tmbtr'* +”[7YjX!j: -G*KJ!j#' 9J}j?j!JV*™ xADGP=R A • T=GJ7FLP<y cs TzG#‘G*['* pEmph

3j““jG7?* )G*[ zh* G#V zX;# Ch kG]J* Tmbtr'* +x#!J:JVJ#!? G#V gX#?J/‘J#:J? XW ”G!j?WG:!jX# G#V gX77j!7J#! j# C*‘?! -XVJ“e x 9JG#G“[?j? Q?j#' )G!J#! LG*jGY“J ”!*‘:!‘*G“ w/‘G!jX#? -J!;XV?™* xADGP=R A • kEERL75 2:H9MARA<Hy pm Ta'* ambEaanh

3j“?X#* ,G}jV Ch Tmbbc'* +x# v#!J'*G!JV -XVJ“ XW y‘[J*E”J““J* 9J“G!jX#?;j%?*™ xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TqG““'* nncEnuch

3XXV?jVJ* xh* )h q*J[ G#V 9h ,G“[ Tmbtb'* +)j#Kj#' ”J*}j:J /‘G“j![* g‘?!X7J* ”G!j?WG:!jX# G#V yJ;G}jX*G“ v#!J#!jX#?*™ xADGP=R A • '7=RFM v=G7 T=GJ7FLP<y b T,J:J7YJ*'* cEmph

ZG%* zG#?J# Tmbbb'* +-XYj“ kGj*V*J??J** x“G gG*$? v#!J*#G!jX#G“™* .1k T=<=QLP7y am i 0Li am* H:!XYJ*E PX}J7YJ*h

4Jj!;G7“* LG“J*jJ xh Tmbta'* +kX© gX#?‘7J* w}G“‘G!jX# 6*X:J??J? ,jWWJ* yJ!©JJ# BXXV? G#V ”J*}j:J?™* j# T=GJ7FLP< A • .7GKL97:y zG7J? kh ,X##J““[ G#V 3j““jG7 9h BJX*'J* wV?h g;j:G'Xe x7J*j:G# -G*KJ!j#' x??X:jG!jX#h

DDDDDDTmbtt'* +gX#?‘7J* 6J*:J%!jX#? XW 6*j:J* "‘G“j![* G#V LG“‘Je x -JG#?Ew#V -XVJ“ G#V ”[#!;J?j? X w}jVJ#:J™* xADGP=R A • T=GJ7FLP<y ca Tz‘“['* 0e 00'

DDDDDD* )JX#G*V )h yJ**[ G#V xh 6G*G?‘*G7G# Tmbbn'* +C;J PG!‘*J G#V,J!J*7j#G#! XW g‘?!X7J* w♦%J:!G!jX#? XW ”J*}j:J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y am TzG#‘G*['* mEmah

DDDDDD* )JX#G*V )h yJ**[ G#V x 6G*G?‘*G7G# Tmbbr'* +C;J yJ;G}jX*G“gX#?J/‘J#:J? XW ”J*}j:J "‘G“j![™* xADGP=R A • T=GJ7FLP<y rs Tx%*j“'*nmEurh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 174: Jasfar 2001 Mediating Effects of Consumer Trust

mrs

1a1kaBtRgyc|

x#VJ*?X#* wh Tmbbu'* +g*X??E gG!J'X*[ LG*jG!jX# j# g‘?!X7J* ”G!j?WG:!jX# G#V 9J!J#!jX#™* T=GJ7FLP< %7FF7G:y c TzG#‘G*['* mbEnsh

x#VJ*?X#* zG7J? gh G#V zG7J? xh PG*‘? Tmbbs'* +x -XVJ“ XW ,j?!*jY‘!X* qj*7 G#V -G#‘WG:!‘*J* qj*7 3X*Kj#' 6G*!#J*?;j%™* xADGP=R A • T=GJ7FLP<y cu TzG#‘G*['* uaEcth

x#VJ*?X#* w‘'J#J 3h G#V -G*[ 3h ”‘““j}G# Tmbbs'* +g‘?!X7J* ”G!j?WG:!jX# G#V 9J!J#!jX# x:*X?? qj*7?™* %*J?J#!G!jX# G! !;J Cv-” gX““J'J XW -G*KJ!j#' ”%J:jG“ v#!J*J?! gX#WJ*J#:J X# ”J*}j:J? -G*KJ!j#'* PG?;}j““J* CP* T”J%!J7YJ*'h

x#VJ*?X#* w*j# Tmbba'* +C;J Q?J XW 6“JV'J? !X y‘j“V G#V ”‘?!Gj# gX77j!7J#! j# ,j?!*jY‘!jX# g;G##J“?™* xADGP=R A • T=GJ7FLP< )7:7=G9My ab TqJY*‘G*['* mtEnuh

DDDDDDG#V yG*!X# xh 3Jj!] Tmbtb'* +,J!J*7j#G#!? XW gX#!j#‘j![ j#gX#}J#!jX#G“ v#V‘?!*jG“ g;G##J“ ,[GV™* T=GJ7FLP< .9L7P97y t TqG““'* nmsEnanh

DDDDDD* )JX#G*V -h )XVj?; G#V yG*!X# xh3Jj!] Tmbtp'* +9J?X‘*:J x““X:G!jX#yJ;G}jX* j# gX#}J#!jX#G“ g;G##J“?™* xADGP=R A • T=GJ7FLP< )7:7=G9My an TqJY*‘G*['* acuEarah

x“!7G#* vh G#V ,hxh CG[“X* Tmbpn'* .A9L=R 27P7FG=FLAPi #M7 c7K7RAES7PF A • ?PF7GE7G:AP=R )7R=FLAP:MLE:y PJ© ZX*Ke kX“!* 9j#J;G*! G#V 3j#?!X#h

x??GJ“* kJ#*[ Tmbtp'* vAP:DS7G g7M=KLAG =P5 T=GJ7FLP< k9FLAPy n*V JVh yX?!X#e 63”E (J#!h

yGYYG:‘?* wh G#V Bh3h yXj“J* Tmbba'* +x# w7%j*j:G“ x??J??7J#! XW !;J ”w9L"Qx) ”:G“J™* xADGP=R A • gD:LP7:: )7:7=G9My auh

yGYYjJ* wG*“ Tasss'* #M7 2G=9FL97 A • .A9L=R )7:7=G9My yJ“7X#!* gxe 3GV©X*!; 6‘Y“j?;j#' gX7%G#[h

yG'X]]j* 9j:;G*V 6h G#V )[# 3h 6;j““j%? Tmbpu'* +-G*KJ!j#' G? x# H*'G#j]JV yJ;G}jX*G“ ”[?!J7 XW w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y nt TH:!XYJ*'* ppEtah

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 175: Jasfar 2001 Mediating Effects of Consumer Trust

mrm

Tmbpc'* +-G*KJ!j#' G? w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y nb TH:!XYJ*'*naEnbh

Tmbbc'* +9JW“J:!jX#? X# 9J“G!jX#?;j% -G*KJ!j#' j# gX#?‘7J* -G*KJ!?™*xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an Tx%*j“'h

yG*#J?* zG7J? Bh G#V z‘Vj!; xh g‘7Y[ Tmbbb'* +gX77‘#j:G!j#' g‘?!X7J* LG“‘J j# 9J“G!jX#?;j% E qX:‘?JV ”J*}j:J H*'G#j]G!jX#?™* 6*J?J#!JV G! !;J mbbb ”w9LCB ”J*}j:J? 9J?JG*:; gX#WJ*J#:J XW !;J x7J*j:G# -G*KJ!j#' x??X:jG!jX#* +zG]]j#' j#!X !;J PJ© -j““J#j‘7™* PJ© H*“JG#?* )x Tx%*j“'* mEma

yG*X#* 9J‘YJ# -h G#V ,G}jV xh (J##[ Tmbtr'* +C;J -XVJ*G!X* E -JVjG!X* LG*jGY“J ,j?!j#:!jX# j# ”X:jG“ 6?[:;X“X'j:G“ 9J?JG*:;e gX#:J%!‘G“* ”!*G!J'j:* G#V ”!G!j?!j:G“ gX#?jVJ*G!jX#?™* xADGP=R A • 27G:AP=RLFH =P5 .A9L=R 2:H9MARA<Hy cm Tz‘#J'* mmpnEmmtah

yJ#VJ** 6h-h Tmbbs'* +gX7%G*G!j}J qj! v#VJ♦J? j# ”!*‘:!‘*G“ -XVJ“?*™ 2:H9MARA<L9=R gDRR7FLPy msp Ta'* antEaurh

yJ**[* )JX#G*V )h Tmbtn'* +9J“G!jX#?;j% -G*KJ!j#'™* j# IS7G<LP< 27G:E79FLK7: AP .7GKL97: T=GJ7FLP<y )h yJ**[* Bh)h ”;X?!G:K* G#V Bh,h Q%G;* wV?h g;j:G'X e x7J*j:G# -G*KJ!j#' x??X:jG!jX#* acEath

G#V xh 6G*G?‘*G7G# Tmbbm'* T=GJ7FLP< .7GKL97:y PJ© ZX*Ke C;J q*JJ6*J??h

* xh 6G*G?‘*G7G#* 4Jj!;G7G“* LG“J*jJ xh Tmbbu'* +v7%*X}j#' ”J*}j:J"‘G“j![ j# x7J*j:Ge )J??X#? )JG*#JV™* k9=57SH A • T=P=<7S7PF I’79DFLK7y t TPXh a'* naEuch

Tmbbc'* BP fG7=F .7GKL97i k dG=S76AGJ •A G k9FLAPy PJ© ZX*Ke q*JJ6*J??h

Tmbbb'* cL:9AK7GLP< FM7 .ADR A • .7GKL97y PJ© ZX*Ke C;J q*JJ 6*J??h

Tmbbc'* +9J“G!jX#?;j% -G*KJ!j#' XW ”J*}j:J?e B*X©j#' v#!J*J?!*w7J*'j#' 6J*?%J:!j}J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y *u TPXh u'* anrEauch

G#V PJJ“j yJ#VG%‘Vj Tmbbp'* +g‘?!X7J*$? -X!j}G!jX#? WX* -Gj#!Gj#j#'9J“G!jX#?;j% ©j!; ”J*}j:J 6*X}jVJ*™* xADGP=R A • )7F=LRLP<y pn TzG#‘G*['* mbEnph

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 176: Jasfar 2001 Mediating Effects of Consumer Trust

mra

y;G*GV©G’* ”‘#VG* Bh* 6h 9G’G# LG*GVG*G’G# G#V zX;# qG;[ Tmbbn'* +”‘?!Gj#GY“J gX7%J!j!j}J xV}G#!G'J j# ”J*}j:J v#V‘?!*jJ?e xgX#:J%!‘G“ -XVJ“ G#V 9J?JG*:; 6*X%X?j!jX#?™* xADGP=R A • T=GJ7FLP<y cp TH:!XYJ*'* tnEbbh

yjJ?* 9XYJ*! zh G#V ,JY*G )h ”;G%j*X Tmbtp'* +v#!J*G:!jX#G“ qGj*#J?? z‘V'J7J#!e C;J v#W“‘J#:J XW gG‘?G“ x::X‘#!™* .A9L=R xD:FL97 )7:7=G9My m* mbbEamth

yj!#J** -G*[ zX Tmbbs'* Nw}G“‘G!j#' ”J*}j:J w#:X‘#!J*? C;J wWWJ:!? XW 6;[?j:G“ ”‘**X‘#Vj#'? H# g‘?!X7J*? G#V w7%“X[JJ?*™ xADGP=R A • T=GJ7FLP<y cu Tx%*j“'* rbEtah

DDDDDD Tmbbc'* +y‘j“Vj#' ”J*}j:J? 9J“G!jX#?;j%?e v! j? x““ xYX‘! 6*X7j?J?™*xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TqG““'* aurEacmh

y“G‘* 6h -h Tmbru'* I’9M=P<7 =P5 2A67G LP .A9L=R %L•7y PJ© ZX*Ke zX;# 3j“J[ G#V ”X#?* v#:h

yXX7?* yJ*#G*V kh G#V yj!#J* -G*[ zX Tmbtm'* +-G*KJ!j#' ”!*G!J'jJ? G#V H*'G#j]G!jX#G“ ”!*‘:!‘*J? WX* ”J*}j:J qj*7?+* T=GJ7FLP< A • .7GKL97:y zG7J? xh ,X##J““[ G#V 3j““jG7 9h BJX*'J* JV?h g;j:G'Xe x7J*j:G# -G*KJ!j#' x??X:jG!jX#* upEcmh

y*G‘#* g;G*“J[ Tmbbp'* +H*'G#j]G!jX#G“ v#WjVJ“j![e kX© LjX“G!jX#? XW C*‘?! xWWJ:! !;J w7%“X[JJ E w7%“X[J* 9J“G!jX#?;j%?™* k9=57SH A • T=P=<7S7PF I’79DFLK7y mm TPXh u'* buEmsuh

y*X©#* CX7 zh* Bj“YJ*! xh g;‘*:;j““* z*h* G#V zh 6G‘“ 6J!J* Tmbbn'* +v7%*X}j#' !;J -JG?‘*J7J#! XW ”J*}j:J "‘G“j![*™ xADGP=R A • )7F=LRLP<y rb T”%*j#''* mapEmnbh

y‘:;G#G#* )G‘*G##J Tmbba'* +LJ*!j:G“ C*GVJ 9J“G!jX#?;j%?e C;J 9X“J XW ,J%J#VJ#:J G#V ”[77J!*[ j# x!!Gj#j#' H*'G#j]G!jX#G“ BXG“?™* xADGP=R A • T=GJ7FLP< )7:7=G9My ab TqJY*‘G*['* rcEpch

y‘:K“j#* )X‘j? 6h G#V ”G#’j! ”J#'‘%!G Tmbbn'* +H*'G#j]j#' ”‘::J??W‘“ gXE -G*KJ!j#' x““jG#:J? ™* xADGP=R A • T=GJ7FLP<y cp Tx%*j“'* na E urh

gG*7G#* zh -h Tmbbs'* +gX#?‘7J* 6J*:J%!jX#? XW ”J*}j:J "‘G“j![e x# x??J??7J#! XW ”w9L"Qx) ,j7J#?jX#?™* xADGP=R A • T=GJ7FLP<y rr TzG#‘G*['* nnEcch

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 177: Jasfar 2001 Mediating Effects of Consumer Trust

*<6

g;G“7J*?* vG# Tmbbc'* qAP<RAS7G=:Li C7<=G= 5=P TA5=R c=R=S ?P5D:FGL BFASAFL• ?P5AP7:L=y 6Ch B*G7JVjG 6‘?!GKG Q!G7G* zGKG*!Gh

g;‘*:;j““* Bh G#V gh ”‘%*J#G#! Tmbta'* +x# v#}J?!j'G!jX# j#!X !;J ,J!J*7j#G#!? XW g‘?!X7J* ”G!j?WG:!jX#™* xADGP=R A • T=GJ7FLP< )7:7=G9My mb*ubmEcsuh

g*X?Y[* )G©*J#:J xh w}G#?* (J##J!; 9h G#V ,JYX*G; gX©“J? Tmbbs'* $$9J“G!jX#?;j% /‘G“j![ j# ”J*}j:J? ”J““j#' x# v#!J*%J*?X#G“ v#W“‘J#:J 6J*?%J:!j}J™* xADGP=R A • T=GJ7FLP<y cu Tz‘“['* rtEtmh

DDDDDD G#V PG#:[ ”!J%;J# Tmbtp'* +wWWJ:!? XW 9J“G!jX#?;j% -G*KJ!j#' X#”G!j?WG:!jX#* 9J!J#!jX#* G#V 6*j:J? j# !;J )jWJ v#?‘*G#:J v#V‘?!*[™* xADGP=R A • T=GJ7FLP< )7:7=G9My au TPX}J7YJ*'* usuEummh

g]J%jJ“* zX;# xh Tmbbs'* +”J*}j:J w#:X‘#!J*? G#V ”J*}j:J 9J“G!jX#?;j%?e v7%“j:G!jX#? WX* 9J?JG*:;™* xADGP=R A • gD:LP7:: )7:7=G9My as* mnEamh

g*X#j#* zh zX?J%;* z*h G#V ”!J}J# xh CG[“X* Tmbba'* +-JG?‘*j#' ”J*}j:J "‘G“j![e G 9JJ♦G7j#G!jX# G#V w♦!J#?jX#*™ xADGP=R A • T=GJ7FLP<y cr Tz‘“['* ccErth

,X#J[* 6G!*j:jG -h G#V gG##X#* zX?J%; 6h Tmbbp'* +x# w♦G7j#G!jX# XW !;J PG!‘*J XW C*‘?! j# y‘[J*E”J““J* 9J“G!jX#?;j%?*™ xADGP=R A • T=GJ7FLP<y rmTx%*jv'* ncEcmh

,‘#:G#* CX7 G#V ”G#V*G wh -X*jG*![ Tmbbt'* +x gX77‘#j:G!jX# E yG?JV -G*KJ!j#' -XVJ“ WX* -G#G'j#' 9J“G!jX#?;j%?*™ xADGP=R A • T=GJ7FLP<y ra Tx%*j“'h

,©[J** qh 9XYJ*!* 6G‘“ kh ”:;‘** G#V ”J’X H; Tmbtp'* ™,J}J“X%j#' y‘[J*E ”J““J* 9J“G!jX#?;j%™* xADGP=R A • T=GJ7FLP<y cm Tx%*j“'* mmEaph

wG?!X#* BJXWW G#V )‘j? x*G‘’X Tmbbu'* +-G*KJ! w♦:;G#'J* ”X:jG“ ”!*‘:!‘*J G#V Cj7J™* IDGAE7=P xADGP=R A • T=GJ7FLP<y at T-G*:;'h

w''J*!* x#V*JG? Tasss'* +g‘?!X7J*E6J*:Jj}JV LG“‘Je x ”‘Y?!j!‘!J WX* ”G!j?WG:!jX# j# y‘?j#J?? -G*KJ!.™* 6G%J* 6*J?J#!JV G! !;J kTk .DSS7G T=GJ7FLP< I5D9=FAG:( vAP•7G7P97y g;j:G'X* mEamh

w7X*[* gh 3j““jG7 G#V ,X#G“V 9h gXX%J* Tmbbc'* gD:LP7:: )7:7=G9M T7FMA5:y yX?!X#* -xe 9j:;G*V ,h v*©j#* v#:h

w}G#?* zXJ“ 9h G#V 9j:;G*V )h )G?Kj# Tmbbu'* •C;J 9J“G!jX#?;j% -G*KJ!j#' 6*X:J??e x gX#:J%!‘G“j]G!jX# G#V x%%“j:G!jX#™* ?P5D:FGL=R T=GJ7FLP<

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 178: Jasfar 2001 Mediating Effects of Consumer Trust

mru

T=P=<7S7PFy an* w“?J}jJ* ”:jJ#:J v#:* rcc x}J#‘J XW !;J x7J*j:G?* PJ© ZX*K* PZ mssmsh

qj?;YJj#* -G*!j# G#V v:JK x’]J# Tmbpc'* g7RL7•y kFFLFD57y ?PF7PFLAP =P5 g7M=KLAGi kP ?PFGA5D9FLAP FA #M7AGH =P5 )7:7=G9My 9JGVj#'* -xe xVVj?X#E3J?“J[ 6‘Y“j?;j#' gXh

q*G]jJ** BG**[ )h* 9XYJ*! wh ”%JK7G# G#V g;G*“J? 9h H$PJG“ Tmbtt'* +z‘?! E j#E Cj7J w♦:;G#'J 9J“G!jX#?;j%? j# v#V‘?!*jG“ -G*KJ!?*™ xADGP=R A • T=GJ7FLP<y ca TH:!XYJ*'* caErph

BG#J?G#* ”;G#KG* Tmbbu'* + ,J!J*7j#G#!? XW )X#' E CJ*7 H*jJ#!G!jX# j# y‘[J*E ”J““J* 9J“G!jX#?;j%*™ xADGP=R A • T=GJ7FLP<y ct Tx%*j“'* mEmbh

BG*YG*j#X* w““J# G#V -G*K ”h zX;#?X# Tmbbb'* +C;J ,jWWJ*J#! 9X“J? XW ”G!j?WG:!jX#* C*‘?!* G#V gX77j!7J#! j# g‘?!X7J* 9J“G!jX#?;j%* xADGP=R A • T=GJ7FLP<y rn Tx%*j“'* psEtph

BX*VX#* q‘““J*!X# G#V ”;j*“J[ CG[“X* Tasss'* +C;J 9X“J XW gX77j!7J#! j# ”J*}j:J 9J“G!jX#?;j%?™* *www kTk .DSS7G T=GJ7FLP< I5D9=FAG:(2GA9775LP<:y g;j:G'X* nEauh

B*X#*XX?* gh Tmbpt'* +x ”J*}j:JEH*jJ#!JV x%%*XG:; !X -G*KJ!j#' XW ”J*}j:J?*™ IDGAE7=P xADGP=R A • T=GJ7FLP<y ma Tx‘'‘?!'* cttErsmh

DDDDDDTmbtt'* +”J*}j:J "‘G“j![e C;J ”j♦ g*j!J*jG XW BXXV 6J*:Jj}JV ”J*}j:J"‘G“j![™* )7KL76 A • gD:LP7::y ”!h zX;#$? Q#j}J*?j![* b T©j#!J*'* msEmnh

DDDDDD Tmbbs'* .7GKL97 T=P=<7S7PF =P5 T=GJ7FLP<y )J♦j#'!X#* -xe)J♦j#'!X# yXXK?h

DDDDDDTmbbc'* +9J“G!jX#?;j% -G*KJ!j#'e !;J ”!*G!J'[ gX#!j#‘‘7™* xADGP=R A •#M7 k9=57SH A • T=GJ7FLP< .9L7P97y an Tx%*j“'* acaEacuh

B‘#V“G:;* B*J'X*[ Ch G#V 6G!*j:K wh -‘*%;[ Tmbbn'* +w!;j:G“ G#V )J'G“ qX‘#VG!jX#? XW 9J“G!jX#G“ -G*KJ!j#' w♦:;G#'J*™ xADGP=R A • T=GJ7FLP<y cp TH:!XYJ*'* ncEurh

B‘#V“G:;* B*J'X*[ Ch* 9G}j ”h x:;*X“ G#V zX;# Ch -J#!]J* Tmbbc'* +C;J ”!*‘:!‘*J XW gX77j!7J#! j# w♦:;G#'J™* xADGP=R A • T=GJ7FLP<y cb TzG#‘G*['* ptEbah

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 179: Jasfar 2001 Mediating Effects of Consumer Trust

mrc

B©j##J** (J}j# 6h* ,©G[#J[ ,h B*J7“J* G#V -G*[ zX yj!#J* Tmbbt'* +9J“G!jX#G“ yJ#JWj!? j# ”J*}j:J v#V‘?!*jJ?e C;J g‘?!X7J*$? 6J*?%J:!j}J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97* ”%*j#'* msmEmmuh

kJjVJ* zG# yh G#V BJX*'J zX;# Tmbba'* +,X PX*7? -G!!J* j# -G*KJ!j#' 9J“G!jX#?;j%.™ xADGP=R A • T=GJ7FLP<y cr Tx%*j“'* naEuuh

kX‘?!X#* qh ”h G#V zh yh BG??J#;Jj7J** Tmbtp'* +-G*KJ!j#' G#V w♦:;G#'J*™ xADGP=R A • T=GJ7FLP<y cm TH:!XYJ*'

k*JYj#jGK* )G©*J#:J Bh Tmbpu'* +wWWJ:!? XW zXY )J}J“ G#V 6G*!j:j%G!jX# X# w7%“X[JJ x!!j!‘VJ? G#V 6J*:J%!jX#? XW v#W“‘J#:J™* k9=57SH A • T=P=<7S7PF xADGP=Ry mp*rubErrah

(JG}J#J[* ”‘?G# -h Tmbbc'* +g‘?!X7J* ”©j!:;j#' yJ;G}jX* j# ”J*}j:J v#V‘?!*jJ?e x# w♦%“X*G!X*[ ”!‘V[*™ xADGP=R A • T=GJ7FLP<y x%*j“* pmEtah

(X!!“J** 6;j“j% Tmbbt'* T=GJ7FLP< T=P=<7S7PFi kP=RH:L:y 2R=PPLP<y?SER7S7PF=FLAP =P5 vAPFGARy g;j:G'X* v““j#Xj?e 6*J#!j:J kG““h

G#V 9X#G“V wh C‘#J* Tmbbt'* +-G*KJ!j#' -G#G'J7J#!e x#G“[?j?*6“G##j#'* v7%“J7J#!G!jX# G#V gX#!*X“™* ”:G*YX*X‘';* H#!G*jX* gG#GVGe 6*J#!j:J kG““ gG#GVG v#:h

Tmbpa'* +C;J BJ#J*j: gX#:J%! XW -G*KJ!j#' ™* xADGP=R A • T=GJ7FLP<ynr Tx%*j“'* urEcuh

G#V ”jV#J[ zh )J}[ Tmbrb'* +y*XGVJ#j#' !;J gX#:J%! XW -G*KJ!j#' ™*xADGP=R A • T=GJ7FLP<y nn TzG#‘G*['* msEmch

(‘7G** Pj*7G“[G Tmbbr'* +C;J 6X©J* XW C*‘?! j# -G#‘WG:!‘*J*E9J!Gj“J* 9J“G!jX#?;j%?™* '=GK=G5 gD:LP7:: )7KL76y PX}J7YJ*E,J:J7YJ** bcE bph

)G*]J“J*J* 9XYJ*! wh G#V CJV )h kX‘?!X# Tmbts'* •C;J ,[GVj: C*‘?! ”:G“Je CX©G*V Q#VJ*?!G#Vj#' v#!J*%J*?X#G“ C*‘?! j# g“X?J 9J“G!jX#?;j%?*™ xADGP=R A • T=GGL=<7 =P5 FM7 •=SLRHy ua Tx‘'‘?!'* cbcErsuh

)G%jJ**J* zX]JJ Tmbbr'* +”J*}j:J "‘G“j![e C;J gX#?!*‘:!* v!? ,j7J#?jX#G“j![ G#V v!? -JG?‘*J7J#!*™ xV}G#:J? LP :7GKL97: T=GJ7FLP< =P5 T=P=<7S7PFy ch

)J}j! * C;JXVX*J Tmbtm'* + -G*KJ!j#' v#!G#'jY“J 6*XV‘:!? G#V 6*XV‘:! v#!G#'jY“J?*™ '=GK=G5 gD:LP7:: )7KL76y cb T -G[Ez‘#J'* bcEmsa

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 180: Jasfar 2001 Mediating Effects of Consumer Trust

mrr

)j“’G#VJ** LJ*X#j:G G#V ”!*G#V}jK CX*J Tmbbc'* +C;J PG!‘*J XW g‘?!X7J* 9J“G!jX#?;j%? j# ”J*}j:J?™* xV}G#:J? j# .7GKL97: LP T=GJ7FLP< =P5 T=P=<7S7PFy u*mumEmrph

)j#V?KX“V* ”}J## Tmbpt'* •C*‘?! ,J}J“X%7J#!* C;J B9vC 6*X%X?G“* G#V !;J wWWJ:!? XW gX#:j“jG!X*[ x:!? X# gX#W“j:! G#V gXX%J*G!jX#*™ 2:H9MARA<L9=R gDRR7FLPy tc Tx%*j“'h

)“X[V* ”‘?G# -h Tasss'* •CX©G*V Q#VJ*?!G#Vj#' 9J“G!jX#?;j% -G*KJ!j#' q*X7 C;J gX#?‘7J*?$ 6J*?%J:!j}Je 3;G! 9J“G!jX#?;j% x*J G#V 3;[ gX#?‘7J*? g;XX?J !X w#!J* C;J7™ *www kTk .DSGhQG T=GJ7FLP< I5D9=FAG:m 2GA9775LP<:y g;j:G'X* maEash

)X}J“X:K* g;*j?!X%;J* kh Tmbtn'* +g“G??jW[j#' ”J*}j:J? !X BGj# ”!*G!J'j: -G*KJ!j#' v#?j';!?*™ xADGP=R A • T=GJ7FLP<y up T”‘77J*'* bEash

DDDDDD Tmbbr'* .7GKL97 T=GJ7FLP<y Q%%J* ”GVV“J 9j}J** Pze 6*J#!j:J kG““h

-G:#Jj“* vG# 9h Tmbts'* #M7 C76 .A9L=R vAPFG=9Fy kP ?PODLGH LPFA TA57S vAPFG=9FD=R )7R=FLAP:y PJ© kG}J#* gCe ZG“J Q#j}J*?j![ 6*J??h

-J[J** zX;# 6h G#V PG!G“jJ zh x““J# Tmbtu'* •CJ?!j#' !;J •”jVJEyJ! C;JX*[$ XW H*'G#j]G!jX#G“ gX77j!7J#!e ”X7J -J!;XVX“X'j:G“ gX#?jVJ*G!jX#?*™ xADGP=R A • kEERL75 2:H9MARA<Hy rb T-G*:;'* npaEnpth

-X*'G#* 9XYJ*! -h G#V ”;J“Y[ ,h k‘#! Tmbbu'* +C;J gX77j!7J#!EC*‘?! C;JX*[ XW 9J“G!jX#?;j% 7G*KJ!j#'™* xADGP=R A • T=GJ7FLP< ct Tz‘“['* asE nth

-XX*7G#* g;*j?!j#J* 9X;j! ,J?;%G#VJ G#V BJ*G“V 4G“!7G# Tmbbn'* +qG:!X*? xWWJ:!j#' C*‘?! j# -G*KJ! 9J?JG*:; 9J“G!jX#?;j%?™* xADGP=R A • T=GJ7FLP<y cp TzG#‘G*['* tmEmsmh

DDDDDD* BJ*G“V 4G“!7G# G#V 9X;j! ,J?;%G#VJ Tmbba'* +9J“G!jX#?;j%? yJ!©JJ#6*X}jVJ*? G#V Q?J* XW -G*KJ!j#' 9J?JG*:;e C;J ,[#G7j:? XW C*‘?! 3j!;j# G#VyJ!©JJ# H*'G#j]G!jX#*™ xADGP=R A • T=GJ7FLP< )7:7=G9My *t Tx‘'‘?!'* nmuEnabh

-‘“GjK* ”!G#V“J[ xh* )G**[ 9h zG7J?* z‘Vj!; LG# x“?!j#J* PG!;G# yJ##J!* ”;J**j)j#V* G#V gh ,JG# ”!j““©J““ Tmbtb'* +w}G“‘G!jX# XW BXXV#J?? XW qj! v#Vj:J? WX*”!*‘:!‘*G“ w/‘G!jX# -XVJ“?*™ 2:H9MARA<L9=R gDRR7FLPy msc*unsEuuch

PX*7G##* 9j:;G*V Tmbbr'* .7GKL97 T=P=<7S7PF = .FG=F7<H =P5 %7=57G:MLE LP .7GKL97 gD:LP7::y w#'“G#Ve zX;# 3j“J[ G#V ”X#?h

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 181: Jasfar 2001 Mediating Effects of Consumer Trust

mrp

P‘##G““[* z‘7 gh Tmbpt'* 2:H9MAS7FGL9 #M7AGH* aVhJVh PJ© ZX*Ke -:B*G©Ekj““ yXXK gX7%G#[h

H“j}J** 9h Tmbts'* +x gX'#j!j}J -XVJ“ XW !;J x#!J:JVJ#!? G#V gX#?J/‘J#:J XW ”G!j?WG:!jX# ,J:j?jX#?™* xADGP=R A • T=GJ7FLP< )7:7=G9My mp TPX}J7YJ*'* ursEurbh

DDDDDDTmbbn'* +gX'#j!j}J* xWWJ:!j}J G#V x!!*jY‘!J yG?J? XW !;J ”G!j?WG:!jX#9J?%X#?J™* xADGP=R A • vAP:DS7G )7:7=G9My as*umtEunsh

DDDDDD G#V 3h ,J”G*YX Tmbtt'* +9J?%X#?J ,J!J*7j#G#!? j# ”G!j?WG:!jX#z‘V'7J#!™* xADGP=R A • vAP:DS7G )7:7=G9My mu T-G*:;'* ubcEcsph

6G#V[G* x#j“ G#V PjK;j“J?; ,;X“GKjG Tmbba'* +x# v#?!j!‘!jX#G“ C;JX*[ XW w♦:;G#'J j# -G*KJ!j#'™* IDGAE7=P xADGP=R A • T=GJ7FLP<y ar T,J:J7YJ*'h

6G*G?‘*G7G#* LG“J*jJ xh 4Jj!;G7“ G#V )JX#G*V )h yJ**[ Tmbtc'* +x gX#:J%!‘G“ -XVJ“ XW ”J*}j:J "‘G“j![ G#V v!? v7%“j:G!jX#? WX* q‘!‘*J 9J?JG*:;™* xADGP=R A • T=GJ7FLP<y ub TqG““'* umEcsh

DDDDDD* LG“J*jJ xh 4Jj!;G7“ G#V )JX#G*V )h yJ**[ Tmbbu'* +9JG??J??7J#! XWw♦%J:!G!jX#? G? G gX7%G*j?X# ”!G#VG*! j# -JG?‘*j#' ”J*}j:J "‘G“j![ v7%“j:G!jX#? WX* q‘*!;J* 9J?JG*:;™* xADGP=R A • T=GJ7FLP<y ct TzG#‘G*['* mmmEmauh

DDDDDD* )JX#G*V )h yJ**[* LG“J*jJ xh 4Jj!;G7“ Tmbbm'* +9JWj#J7J#! G#V9JG??J??7J#! XW !;J ”w9L"Qx) ”:G“J™* xADGP=R A • )7F=LRLP<y -b Tx%*j“'* uasEucsh

DDDDDD* )JX#G*V )h yJ**[* LG“J*jJ xh 4Jj!;G7“ Tmbbn'* +-X*J X# v7%*X}j#'”J*}j:J "‘G“j![ -JG?‘*J7J#!™* xADGP=R A • )7F=LRLP<y rb T”%*j#''* musE muph

6*j:J* )j#VG )h* w*j: zh x7X‘“V G#V 6G!*j:K C‘*#J[ Tmbbc'* +BXj#' !X w♦!*J7Je -G#G'j#' ”J*}j:J w#:X‘#!J*? G#V x??J??j#' 6*X}jVJ* 6J*WX*7G#:J™* xADGP=R A • T=GJ7FLP<y cb Tx%*j“'* tnEbph

6J!J** zG# kJ#V*jK Tmbbb'* +”J*}j:J -G#G'J7J#! -G#G'j#' !;J v7G'J™* C*j?GK!j Q#j}J*?j![* zGKG*!Gh v#VX#J?jGh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 182: Jasfar 2001 Mediating Effects of Consumer Trust

mrt

6J[*X!* -G*K* 6;j“j% ,h gXX%J* G#V ,X#G“V ”:;#G%W Tmbbn'* +gX#?‘7J* ”G!j?WG:!jX# G#V 6J*:Jj}JV "‘G“j![ XW H‘!%G!jJ#! kJG“!; ”J*}j:J?N* xADGP=R A • '7=RFM v=G7 T=GJ7FLP<y 3j#!J** auEnnh

9Jj:;J*?* xhwh Tmbtc'* +x 9J}jJ© G#V 9J:X#:J%!‘G“j]G!jX# XW H*'G#j]G!jX#G“ gX77j!7J#!*™ k9=57SH A • T=P=<7S7PF )7KL76* ms*urcEuprh

9J7%J“* zX;# (h* zX;# Bh kX“7J? G#V -G*K 6h 4G##G Tmbtc'* •C*‘?! j# g“X?J 9J“G!jX#?;j%?*™ xADGP=R A • 27G:AP=RLFH =P5 .A9L=R 2:H9MARA<Hy ub Tm'* bcEmmah

9XYj#?X#* ”G#V*G )h Tmbbr'* •C*‘?! G#V y*JG:; XW !;J 6?[:;X“X'j:G“ gX#!*G:!™* k5SLPL:FG=FLK7 .9L7P97 0D=GF7GRHy Tum'* cpuEcbbh

9‘?!* 9X“G#V Ch* x#!;X#[ zh 4G;X*jK G#V Cj7X!;[ )h (Jj#j#';G7 Tmbbp'* .7GKL97 T=GJ7FLP<y kG*%J* gX““j#? gX““J'J? 6‘Y“j?;J*?* PJ© ZX*Kh

DDDDDD G#V x#!;X#[ zh 4G;X*jK Tmbbn'* +g‘?!X7J* ”G!j?WG:!jX#* g‘?!X7J*9J!J#!jX#* G#V -G*KJ! ”;G*J™* xADGP=R A • )7F=LRLP<y rb TqJY*‘G*['* mbnE ambh

9X!!J** z‘“jG# yh Tmbrp'* +x PJ© ”:G“J WX* !;J -JG?‘*J7J#! XW v#!J*%J*?X#G“ C*‘?!™* xADGP=R A • 27G:AP=RLFHy nc Tx%*j“'* rcmErrch

”:G#]X#j* zX;# Tmbpb'* + ”X:jG“ w♦:;G#'J G#V yJ;G}jX*G“ v#VJ%J#VJ#:J*™ j# .A9L=R I’9M=P<7 LP c7K7RAELP< )7R=FLAP:MLE:y 9h)h y‘*'J?? G#V Ch)h k‘?!X#* JV?h PJ© ZX*Ke x:GVJ7j: 6*J??h

”JjVJ*?* (G!;“JJ# G#V )JX#G*V )h yJ**[ Tmbbt'* +”J*}j:J qGj*#J??e 3;G! v! v? G#V 3;[ v! -G!!J*?™* k9=57SH A • T=P=<7S7PF I’79DFLK7y -G[* tEash

”J}j““G* gX#?‘J“X B* J!h G“* Tmbbp'* )7:7=G9M T7FMA5:y 9J♦h 6*j#!j#' gX7%G#[h v#:h -G#j“Gh

”;JG}J?* ,G%;#J wh G#V zG7J? Bh yG*#J? Tmbbr'* •C;J q‘#VG7J#!G“? XW 9J“G!jX#?;j%?e x# w♦%“X*G!jX# XW !;J :X#:J%! !X '‘jVJ 7G*KJ!j#' j7%“J7J#!G!jX#™* k5K=P97: LP .7GKL97: T=GJ7FLP< =P5 T=P=<7S7PFy c* amcEauch

”;J!;* zG'Vj?; Ph G#V x!‘“ 6G*}G!j[G* Tmbbc'* +9J“G!jX#?;j% -G*KJ!j#' j# gX#?‘7J* -G*KJ!?e x#!J:JVJ#!? G#V gX#?J/‘J#:J?*™ xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TqG““'* accEapmh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 183: Jasfar 2001 Mediating Effects of Consumer Trust

mrb

”7j!;* zh y*X:K G#V ,X#G“V 3h yG*:“G[ Tmbbp'* +C;J wWWJ:!? XW H*'G#j]G!jX#G“ ,jWWJ*J#:J? G#V C*‘?! X# !;J wWWJ:!j}J#J?? XW ”J““j#' 6G*!#J* 9J“G!jX#?;j%?™* xADGP=R A • T=GJ7FLP<y rmTzG#‘G*['* nEamh

”!GjQJ[* ”:X!! -h G#V kX©G*V zh -G*K7G# Tmbba'* +x??J??j#' gX77j!7J#!? j# 6J*?X#G“ 9J“G!jX#?;j%?™* xADGP=R A • T=GGL=<7 =P5 FM7 d=SLRHy x‘'‘?!* cbcErsth

”!G!”XW!* v#:h Tmbbc'* .F=FL:FL9= •A G 1LP5A6: evASEDF7G 2GA<G=S T=PD=Rlh C‘“?G* H(e ”!G”XW* v#:

”!J7* yG*YG*G yh* g*Gj' zh C;X7%?X# G#V w*j: zh x7X‘“V Tmbbt'* +PG**G!j}J x#G“[?j? XW G -G*KJ!j#' 9J“G!jX#?;j%e C;J gX#?‘7J*$? 6J*?%J:!j}J™* 2:H9MARA<H =P5 T=GJ7FLP<y mc Tn'h

”‘VjG*!X* 9jG# G#V 9‘?“j#G ”h Tmbbb'* +C;J q*G#:;j?JJ HW -X!X* x‘!X ”J*}j:J gJ#!J*™* .1k T=<=QLP7y aci 0Li bE as ,J:J7YJ*h

G#V CG‘WjK kjVG[G! Tmbbb'* +gG* ”G“X#e x “G gG*$? v#!J*#G!jX#G“™* .1kT=<=QLP7y am i0L* muEmch

”3x -G'G]j#J Tmbbb'* LX“‘7J aci0Li bE,J:* mmh

”©G#* zhwhqh C*G©j:K* G#V ,h 3h ”j“}G Tmbtc'* +kX© v#V‘?!*jG“ ”G“J?%JX%“J BGj# g‘?!X7J* C*‘?!*™ ?P5D:FGL=R T=GJ7FLP< T=P=<7S7PFy mu Tn'* asnE 0**'

CG♦* ”!J%;J# ”h* ”!J%;J# 3h y*X©# G#V -‘*G“j g;G#V*G?;JKG*G# Tmbbt'* +g‘?!X7J* w}G“‘G!jX# XW ”J*}j:J gX7%“Gj#! w♦%J*jJ#:J?e v7%“j:G!jX#? WX* 9J“G!jX#?;j% -G*KJ!j#'™* xADGP=R A • T=GJ7FLP<y ra Tx%*j“'h

CG[“X** ”!J}J# xh G#V C;X7G? )h yGKJ* Tmbbu'* +x# x??J??7J#! XW !;J 9J“G!jX#?;j% YJ!©JJ# ”J*}j:J "‘G“j![ G#V g‘?!X7J* ”G!j?WG:!jX# j# !;J qX*7G!jX# XW gX#?‘7J*?$6‘*:;G?J™* zX‘*#G“ A•)7F=LRLPy ps TPXh a'h

C;J v#VX#J?jG# gJ#!*G“ y‘*JG‘ XW ”!G!j?!j:? Tmbbc'* ?P5AP7:L= ?PEDF BDFEDF #=3R7y LX“‘7Jh m* 6*j#!JV Y[ gLh PG*jX ”G*j* zGKG*!Gh

LG*GVG*G’G#* 6h G#V ,G#jJ“ 9G’G*G!#G7 Tmbtr'*+”[7YjX!j: -G*KJ!j#' 9J}j?j!JV*™ xADGP=R A • T=GJ7FLP<y cs TzG#‘G*['* pEmph

3j““jG7?* )G*[ zh* G#V zX;# Ch kG]J* Tmbtr'* +x#!J:JVJ#!? G#V gX#?J/‘J#:J? XW ”G!j?WG:!jX# G#V gX77j!7J#! j# C*‘?! -XVJ“e x 9JG#G“[?j? Q?j#'

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR

Page 184: Jasfar 2001 Mediating Effects of Consumer Trust

mps

)G!J#! LG*jGY“J ”!*‘:!‘*G“ w/‘G!jX#? -J!;XV?™* xADGP=R A • kEERL75 2:H9MARA<Hy pm Ta'* ambEaanh

DDDDDD* G#V ”!J““G wh x#VJ*?X# Tmbbm'* +zXY ”G!j?WG:!jX# G#V H*'G#j]G!jX#G“gX77j!7J#! j# C*‘?! G? 6*JVj:!X*? XW H*'G#j]G!jX#G“ gj!j]J#?;j% yJ;G}jX*? G#V v#E9X“J yJ;G}jX*?* +zX‘*#G“ XW -G#G'J7J#!™* mp Tn'* rsmErmph

DDDDDD* G#V zX;# Ch kG]J* Tmbtr'* +x#!J:JVJ#!? G#V gX#?J/‘J#:J? XW”G!j?WG:!jX# G#V gX77j!7J#! j# C*‘?! -XVJ“e x 9JG#G“[?j? Q?j#' )G!J#! LG*jGY“J ”!*‘:!‘*G“ w/‘G!jX#? -J!;XV?*™ zX‘*#G“ XW x%%“jJV 6?[:;X“X'[* pm Ta'* ambEaanh

3j“?X#* ,G}jV Ch Tmbbc'* +x# v#!J'*G!JV -XVJ“ XW y‘[J*E”J““J* 9J“G!jX#?;j%?*™ xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y an TqG““'* nncEnuch

3XXV?jVJ* xh* )h q*J[ G#V 9h ,G“[ Tmbtb'* +)j#Kj#' ”J*}j:J /‘G“j![* g‘?!X7J* ”G!j?WG:!jX# G#V yJ;G}jX*G“ v#!J#!jX#?*™ xADGP=R A • '7=RFM v=G7 T=GJ7FLP<y b T,J:J7YJ*'* cEmph

ZG%* zG#?J# Tmbbb'* +-XYj“ kGj*V*J??J** x“G gG*$? v#!J*#G!jX#G“™* ”3x T=<=QLP7y am i 0Li am* H:!XYJ*E PX}J7YJ*h

4Jj!;G7“* LG“J*jJ xh Tmbta'* +kX© gX#?‘7J* w}G“‘G!jX# 6*X:J??J? ,jWWJ* yJ!©JJ# BXXV? G#V ”J*}j:J?™* j# T=GJ7FLP< A • .7GKL97:y zG7J? kh ,X##J““[ G#V 3j““jG7 9h BJX*'J* wV?h g;j:G'Xe x7J*j:G# -G*KJ!j#' x??X:jG!jX#h

DDDDDDTmbtt'* +gX#?‘7J* 6J*:J%!jX#? XW 6*j:J* "‘G“j![* G#V LG“‘Je x -JG#?Ew#V -XVJ“ G#V ”[#!;J?j? X w}jVJ#:J™* xADGP=R A • T=GJ7FLP<y ca Tz‘“['* 0e 00'

DDDDDD* Tmbtm'* +kX© gX#?‘7J* w}G“‘G!jX# 6*X:J??J? ,jWWJ* yJ!©JJ# BXXV?G#V ”J*}j:J?™* j# T=GJ7FLP< A • .7GKL97:h zhkh ,X#J““[ G#V 3h 9h BJX*'J* JV?h g;j:G'Xe x7J*j:G# -G*KJ!j#' x??X:jG!jX#* mtrEmbsh

* )JX#G*V )h yJ**[ G#V xh 6G*G?‘*G7G# Tmbbn'* •C;J PG!‘*J G#V,J!J*7j#G#! XW g‘?!X7J* w♦%J:!G!jX#? XW ”J*}j:J™* xADGP=R A • FM7 k9=57SH A • T=GJ7FLP< .9L7P97y am TzG#‘G*['* mEmah

DDDDDD* )JX#G*V )h yJ**[ G#V x 6G*G?‘*G7G# Tmbbr'* +C;J yJ;G}jX*G“gX#?J/‘J#:J? XW ”J*}j:J "‘G“j![™* xADGP=R A • T=GJ7FLP<y rs Tx%*j“'* nmEurh

pumshdyoud gifw mus*inniht hc fwu ohm.si'wf hgtusR eysfwus sumshdyofiht mshwirifud gifwhyf mus*innihtR