The progression of online trust in the multi-channel retailer context and the role of product uncertainty

被引：126
|
作者：
Bock, Gee-Woo [2 ]
Lee, Jumin [1 ,2 ]
Kuan, Huei-Huang [3 ]
Kim, Jong-Hyun [4 ]
机构：
[1] Kyung Hee Cyber Univ, Business Dept E, Seoul 130739, South Korea
[2] Kyung Hee Cyber Univ, Sch Business, Seoul 110745, South Korea
[3] Infocomm Dev Author Singapore IDA, Mapletree Business City 117438, Singapore
[4] Sungkyunkwan Univ, Sch Business, Seoul 110745, South Korea
来源：
DECISION SUPPORT SYSTEMS | 2012年 / 53卷 / 01期
基金：
新加坡国家研究基金会;
关键词：
E-commerce; Trust; Multi-channel retailer; Product uncertainty; Longitudinal nature; E-COMMERCE; TRANSFERENCE; QUALITY; SYSTEMS;
D O I：
10.1016/j.dss.2011.12.007
中图分类号：
TP18 [人工智能理论];
学科分类号：
081104 ; 0812 ; 0835 ; 1405 ;
摘要：
This research attempts to evaluate the effects of antecedents of online trust in the context of multi-channel retailers at different phases, taking into consideration the moderating effects of product types. The results reveal that multi-channel retailers' trust is transferred from the offline channel to the online channel. Secondly, the customers' initial interaction with the retailers ameliorates the effects of non-direct experience, such as Internet-based structural assurance and word-of-mouth. With increases in product uncertainty, the effects of word-of-mouth, offline trust, and efficacy of sanctions on online trust are greater for experience products than for search products. (C) 2011 Elsevier B.V. All rights reserved.
引用
收藏
页码：97 / 107
页数：11
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