Projecting values online: an e-tailing goldmine?

One of the most critical success factors for an online organisation is the creation of trust. Another important factor in online success is value congruence. This paper explores the role of value congruence and trust in the B2C e-commerce environment. Specifically, it explores how the perceived actions, or lack of actions, of organisations regarding moral, social, environmental and political issues affect e-commerce users in their trusting beliefs and their behavioural intentions to do business with those organisations. This study shows a very strong and significant direct link between value congruence and behavioural intentions.

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