Online store trustworthiness and customer loyalty: Moderating the effect of the customer's perception of the virtual environment

被引：0

作者：

Liu, Heng Yih ^{[2
]}

Hung, Wei Tien ^{[1
]}

机构：

[1] Yuan Ze Univ, Coll Management, Tao Yuan 320, Taiwan

[2] Yuan Ze Univ, Dept Int Business Management, Tao Yuan 320, Taiwan

来源：

AFRICAN JOURNAL OF BUSINESS MANAGEMENT | 2010年 / 4卷 / 14期

关键词：

Trustworthiness; online store loyalty; perception of the virtual environment; moderating effect; CONSUMER TRUST; SATISFACTION; MODEL;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research seeks to determine which elements of trust, namely, ability, integrity and benevolence, influence customer loyalty. The study also examines how the customer's perception of the virtual environment influences the effect of the elements of trust on customer loyalty. It was found that only integrity and benevolence have a positively significant effect on customer loyalty and that the customer's perception of the virtual environment positively moderates the relationship between these two variables (integrity and benevolence) and customer loyalty. The results suggest that the online store should adjust the online transaction environment to maximize the effect of trust on customer loyalty.

引用

页码：2915 / 2920

页数：6

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