The Role of Trust in Affecting Potential Respondents to Participate in Web-Based Surveys

Abstract

To strive to uncover the trust role in the Web-based survey, this paper developed a theoretical model linking the constructs of trust, attitude towards the Web-based survey and the intention to participate in Web-based survey from the participants' perspective. We empirically tested the research model with a sample 292 participants and structural equation modeling (partial least squares) analysis reveals that: 1. potential respondents' propensity to trust have significant influence on their trust in Web (institution-based trust) and in investigator of Web survey (interpersonal-based trust). 2. besides the attitude towards the web survey, potential respondents' trust in Web and in the investigator of the Web survey significantly affects their intention to participate in Web-based surveys. 3. trust in investigator affects potential respondents' attitude towards the Web-based survey significantly, however, the correlation between trust in Web and attitude is insignificant.