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

Jun Chen, Sally Dibb

Research output: Contribution to journalArticle

97 Citations (Scopus)

Abstract

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
Volume27
Issue number4
Early online date10 Mar 2010
DOIs
Publication statusPublished - Apr 2010
Externally publishedYes

Fingerprint

Privacy
Marketing
Communication
Retail
Web sites
Consumer trust
Research
Website quality
Recognition (Psychology)
Familiarity
Consumer Behavior
Surveys and Questionnaires
Assurance
Communication strategies
Marketing communications
Questionnaire
Online consumer behavior
Product information
Information quality
Retailers

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Consumer trust in the online retail context : Exploring the antecedents and consequences. / Chen, Jun; Dibb, Sally.

In: Psychology and Marketing, Vol. 27, No. 4, 04.2010, p. 323-346.

Research output: Contribution to journalArticle

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