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

页码：97 / 107

页数：11

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