Do different kinds of trust matter? An examination of the three trusting beliefs on satisfaction and purchase behavior in the buyer–seller context

Trust has been extensively studied in the buyer–seller context and typically operationalized according to the McKnight tripartite conception of trusting beliefs. The McKnight model identifies three beliefs (integrity, benevolence, and competence) as the key components of trust. However, limited research has examined the relative effect of these three individual trusting beliefs on satisfaction and purchase behavior in the buyer–seller context....