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

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.

[1]  L. Cronbach.  Coefficient alpha and the internal structure of tests , 1951 .

[2]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[3]  James A. Russell,et al.  Adaptation level and the affective appraisal of environments , 1984 .

[4]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .

[5]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[6]  David W. Gerbing,et al.  An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment , 1988 .

[7]  J. H. Davis,et al.  An Integrative Model Of Organizational Trust , 1995 .

[8]  L. Harlow,et al.  Effects of estimation methods, number of indicators per factor, and improper solutions on structural equation modeling fit indices , 1995 .

[9]  Gavriel Salvendy,et al.  A proposed index of usability: A method for comparing the relative usability of different software systems , 1997, Behav. Inf. Technol..

[10]  Joseph P. Cannon,et al.  Understanding the Influence of National Culture on the Development of Trust , 1998 .

[11]  Donald A. Hantula,et al.  Microworlds for experimental research: Having your (control and collection) cake, and realism too , 1998 .

[12]  Fabio Paternò,et al.  Automatic Support for Usability Evaluation , 1998, IEEE Trans. Software Eng..

[13]  Qimei Chen,et al.  Attitude Toward the Site , 1999 .

[14]  George S. Low,et al.  Correlates of Integrated Marketing Communications , 2000, Journal of Advertising Research.

[15]  Donna L. Hoffman,et al.  Measuring the Customer Experience in Online Environments: A Structural Modeling Approach , 2000 .

[16]  Judy Chuan-Chuan Lin,et al.  Towards an understanding of the behavioural intention to use a web site , 2000, Int. J. Inf. Manag..

[17]  D. Gefen,et al.  E-commerce: the role of familiarity and trust , 2000 .

[18]  Donald A. Hantula,et al.  Towards a behavioral ecology of consumption: delay‐reduction effects on foraging in a simulated Internet mall , 2000 .

[19]  Sirkka L. Jarvenpaa,et al.  Consumer trust in an Internet store , 2000, Inf. Technol. Manag..

[20]  Marie Christine Roy,et al.  The impact of interface usability on trust in Web retailers , 2001, Internet Res..

[21]  R. J. Kent,et al.  The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries , 2001, Journal of Advertising Research.

[22]  Carol V. Brown,et al.  Nibco's "Big Bang" , 2000, Commun. Assoc. Inf. Syst..

[23]  Donald A. Hantula,et al.  The effects of download delay on performance and end-user satisfaction in an Internet tutorial , 2001, Comput. Hum. Behav..

[24]  B. J. Fogg,et al.  What makes Web sites credible?: a report on a large quantitative study , 2001, CHI.

[25]  Ned Kock,et al.  The Ape that Used E-Mail: Understanding E-Communication Behavior Through Evolution Theory , 2001, Commun. Assoc. Inf. Syst..

[26]  Allard C. R. van Riel,et al.  Exploring consumer evaluations of e‐services: a portal site , 2001 .

[27]  G. Rose,et al.  The Effect of Download Time on Consumer Attitude Toward the e-Service Retailer , 2001 .

[28]  Philip J. Trocchia,et al.  Consumer perceptions of Internet retail service quality , 2002 .

[29]  Anthony D. Miyazaki,et al.  Internet Seals of Approval: Effects on Online Privacy Policies and Consumer Perceptions , 2002 .

[30]  Jang-Sun Hwang,et al.  Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity , 2002 .

[31]  Charles J. Kacmar,et al.  The impact of initial consumer trust on intentions to transact with a web site: a trust building model , 2002, J. Strateg. Inf. Syst..

[32]  Rolph E. Anderson,et al.  Customer loyalty in e-commerce: an exploration of its antecedents and consequences , 2002 .

[33]  T. Meyvis,et al.  Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information , 2002 .

[34]  B. Kahn,et al.  Cross-category effects of induced arousal and pleasure on the Internet shopping experience , 2002 .

[35]  O. Byung Kwon,et al.  Impact of website information design factors on consumer ratings of web-based auction sites , 2002, Behav. Inf. Technol..

[36]  Sung-joon Yoon,et al.  The antecedents and consequences of trust in online-purchase decisions , 2002 .

[37]  A. Parasuraman,et al.  Service quality delivery through web sites: A critical review of extant knowledge , 2002, Journal of the Academy of Marketing Science.

[38]  Claire Payne,et al.  Engendering trust in e‐commerce: a study of gender‐based concerns , 2002 .

[39]  Christine M. Page,et al.  Web equity: a framework for building consumer value in online companies , 2002 .

[40]  Susan Wiedenbeck,et al.  On-line trust: concepts, evolving themes, a model , 2003, Int. J. Hum. Comput. Stud..

[41]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[42]  Lenita M. Davis,et al.  Empirical testing of a model of online store atmospherics and shopper responses , 2003 .

[43]  Christopher A. Voss,et al.  Rethinking paradigms of service , 2003 .

[44]  Young-Gul Kim,et al.  Identifying key factors affecting consumer purchase behavior in an online shopping context , 2003 .

[45]  Hock-Hai Teo,et al.  An empirical study of the effects of interactivity on web user attitude , 2003 .

[46]  Donald A. Hantula,et al.  Optimal foraging online: Increasing sensitivity to delay , 2003 .

[47]  Tino Fenech,et al.  Web retailing adoption: exploring the nature of internet users Web retailing behaviour , 2003 .

[48]  Lynn Dailey.  Navigational web atmospherics Explaining the influence of restrictive navigation cues , 2004 .

[49]  D. Gefen,et al.  Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services , 2004 .

[50]  Gregory M. Rose,et al.  On‐line waiting: The role of download time and other important predictors on attitude toward e‐retailers , 2005 .

[51]  V. Zeithaml,et al.  E-S-QUAL A Multiple-Item Scale for Assessing Electronic Service Quality , 2004 .

[52]  Michael T. Elliott,et al.  Factors that Affect Attitude Toward a Retail Web Site , 2005 .

[53]  Y. H. Wong,et al.  Managing information diffusion in internet marketing , 2005 .

[54]  Donald A. Hantula,et al.  Delay discounting determines delivery fees in an e‐commerce simulation: A behavioral economic perspective , 2005 .

[55]  Donald A. Hantula,et al.  Guest editorial: Experiments in e‐commerce , 2005 .

[56]  Michael J. Sherrard,et al.  The role of sensation seeking and need for cognition on web-site evaluations : a resource-matching perspective , 2005 .

[57]  M. Laroche,et al.  Internet versus Bricks-and-Mortar Retailers: An Investigation into Intangibility and Its Consequences , 2005 .

[58]  Shumaila Y. Yousafzai,et al.  Strategies for Building and Communicating Trust in Electronic Banking: A Field Experiment , 2005 .

[59]  Barton A. Weitz,et al.  When Should a Retailer Create an Exciting Store Environment , 2006 .

[60]  Cynthia R. Jasper,et al.  A longitudinal look at rural consumer adoption of online shopping , 2007 .

[61]  Pingjun Jiang,et al.  How third-party certification programs relate to consumer trust in online transactions: An exploratory study , 2008 .

[62]  S. Lennon,et al.  The effects of visual and verbal information on attitudes and purchase intentions in internet shopping , 2008 .

[63]  Taeshik Gong,et al.  The electronic service quality model: The moderating effect of customer self‐efficacy , 2008 .

[64]  Sejung Marina Choi,et al.  Building customer relationships in an electronic age: The role of interactivity of E-commerce Web sites , 2008 .

[65]  Introduction: New developments in E‐commerce research , 2008 .