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Inicio Investigaciones Europeas de Dirección y Economía de la Empresa IMPORTANCIA DEL SITIO WEB EN LA BANCA ONLINE: INFLUENCIA SOBRE LA CONFIANZA
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Vol. 16. Núm. 3.
Páginas 85-106 (Septiembre - Diciembre 2010)
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Vol. 16. Núm. 3.
Páginas 85-106 (Septiembre - Diciembre 2010)
Open Access
IMPORTANCIA DEL SITIO WEB EN LA BANCA ONLINE: INFLUENCIA SOBRE LA CONFIANZA
IMPORTANCE OF WEBSITE IN THE ONLINE BANKING: INFLUENCE ON THE TRUST
Visitas
2920
M.J. López Miguens, L. Rodríguez Comesana, E. González Vazquez
Universidad de Vigo
Este artículo ha recibido

Under a Creative Commons license
Información del artículo
RESUMEN

En este trabajo se analiza la incidencia de la calidad del sitio web financiero en la generación de confianza que los usuarios del mismo desarrollan hacia el canal Internet. Se discute, con ese fin, la hipótesis que establece una relación entre ambos constructos y que permitirá comprobar si el diseño, estructura de navegación y la información contenida en el sitio favorecen en el usuario la aparición de la confianza online, entendida ésta en términos de confiabilidad y seguridad y privacidad. Para su contrastación hemos formulado un modelo causal.

CLASIFICACIÓN JEL:
M31
PALABRAS CLAVE:
Calidad sitio web
Confianza
Internet
Entidad financiera
Ecuaciones estructurales
ABSTRACT

This paper examines the impact of the quality of the financial website in the generation of trust that users of the Internet developed into the canal. With this purpose, we discuss the hypothesis that establishes a relationship between both constructs and that it will allow to verify if the design, navigation structure and the information contained on the site favor in the user the appearance of the confidence online, understood this in terms of reliability and safety and privacy. For contrast we have formulated a causal model.

KEY WORDS:
Website Quality
Trust
Internet
Financial institution
Structural equations
JEL CLASSIFICATION:
M31
El Texto completo está disponible en PDF
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