Consumer trust in the online retail context: Exploring the antecedents and consequences
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. © 2010 Wiley Periodicals, Inc.
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Past researchers utilizing the S-O-R model have considered that consumer characteristics can moderate the relationship between stimulus and organism such as gender, familiarity toward the website, and culture.
“When it comes to cultural effect of the main model, past researchers utilizing the S-O-R model have considered that consumer characteristics can moderate the relationship between stimulus and organism such as gender (Eroglu, et al., 2003), familiarity toward the website (Chen & Dibb, 2010), and culture (Davis, Wang, & Lindridge, 2008).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as Chen & Dibb, 2010
The results of a positive relationship between organism and stimuli support the notion of previous studies on online consumer behavior.
“The results of a positive relationship between organism and stimuli support the notion of previous studies on online consumer behavior (Chen & Dibb, 2010, Fiore & Kim, 2007).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as Chen & Dibb, 2010
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References 75 · Cited by 227
- Authors
- Chen, J., & Dibb, S.
- Affiliations
- The Open University (GB)
- Corresponding author
- Dibb, Sally
- ORCID
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 2010-03-10
- Volume
- 27
- Issue
- 4
- Pages
- 323-346
- ISSN
- 0742-6046 (ISSN-L)
- OpenAlex
- W2023956941
- Cited by
- 227
- References
- 75
- Citations by year
- 2026: 5 · 2025: 15 · 2024: 13 · 2023: 17 · 2022: 22 · 2021: 19 · 2020: 13 · 2019: 15 · 2018: 19 · 2017: 15 · 2016: 10 · 2015: 18 · 2014: 12 · 2013: 11 · 2012: 15
- FWCI
- 23.97
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- Locations
- Psychology and Marketing (publishedVersion)
- Open Research Online (The Open University) (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Keywords
- consumer trust, online retail, website quality, website usability, product information quality, consumer attitudes, behavioral intention, e-commerce, web design, marketing communication strategy
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