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Consumer trust in the online retail context: exploring the antecedents and consequences

Chen, Jun and Dibb, Sally (2010). Consumer trust in the online retail context: exploring the antecedents and consequences. Psychology and Marketing, 27(4) pp. 323–346.

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DOI (Digital Object Identifier) Link: https://doi.org/10.1002/mar.20334
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Abstract

This empirical paper explores the antecedents and consequences of trust in the online retail context and examines the moderating role of consumers' familiarity with a Web site in the relationship between Web site quality and trust. Data were collected with an online questionnaire. The research highlights the importance of the Web site interface in consumer online behavior by systematically examining how different quality features affect consumer trust. A multidimensional view of Web site quality with the following dimensions is developed: Web site usability, security and privacy assurance, and product information quality. Trust is shown to lead to positive consequences, such as the formation of positive attitudes and behavioral intentions toward the Web site. The study also identifies the moderating role of Web site familiarity in the relationships between aspects of Web site quality and trust. The implications for e-retailers in terms of Web site design and marketing communications strategy are explored. © 2010 Wiley Periodicals, Inc.

Item Type: Journal Item
Copyright Holders: 2010 Wiley Periodicals, Inc.
ISSN: 0742-6046
Keywords: trust; web site quality; attitudes toward the web site; web site approach; intentions; familiarity with the web site
Academic Unit/School: Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 22394
Depositing User: Sally Dibb
Date Deposited: 22 Jul 2010 10:59
Last Modified: 02 May 2019 22:17
URI: http://oro.open.ac.uk/id/eprint/22394
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