Gidhagen, Mikael; Gebert Persson, Sabine - In: International Journal of Bank Marketing 29 (2011) 7, pp. 517-534
Acceptance Model (TAM) and trust. Design/methodology/approach – The paper seeks to conceptually develop an integrated framework … interaction. The TAM model is taken as a point of departure where trust and trustworthiness, being essential in insurance … relationships, have been included in the model. Trust is divided into perceived competence, perceived benevolence and perceived …