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

Jun Chen, Sally Dibb

Research output: Contribution to journalArticlepeer-review

160 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)323-346
Number of pages24
JournalPsychology and Marketing
Issue number4
Early online date10 Mar 2010
Publication statusPublished - Apr 2010
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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