The main purpose of this study is to propose practical and effective strategies for acquiring and building initial trust from online consumers that could be used by the Internet store selling fashion goods online. To ...The main purpose of this study is to propose practical and effective strategies for acquiring and building initial trust from online consumers that could be used by the Internet store selling fashion goods online. To achieve this purpose, this paper suggests a trust life cycle model, identifies various trusting cues by reviewing antecedent literature on trust, establishes an empirical research model based on the eleven cues identified, and tries to find the most salient trusting cues affecting the development of initial trust by empirically testing the model. The results show that the factors significant in developing initial trust in an Internet fashion store are perceived service reliability, perceived variety of options, perceived ease of use, and legal infrastructure.展开更多
Lack of trust is one of the most important obstructions to consumers’ acceptance of e-commerce. With the increase of companies going online from offline, trust transfer has been found between offline presence and onl...Lack of trust is one of the most important obstructions to consumers’ acceptance of e-commerce. With the increase of companies going online from offline, trust transfer has been found between offline presence and online presence. By applying the entitativity theories, this study empirically tested the trust transference from offline presence to online presence and addressed the underlying reasons through a questionnaire investigation on the customers of Lianhua supermarkets and Lianhua OK online supermarkets. Process integration was used as a useful means to promote this transfer process. For a click-and-mortar company such as Lianhua Group, its established offline trust is one of the major sources contributing to its initial online trust building. The results from this study suggest a new way to enhance e-commerce acceptance.展开更多
文摘The main purpose of this study is to propose practical and effective strategies for acquiring and building initial trust from online consumers that could be used by the Internet store selling fashion goods online. To achieve this purpose, this paper suggests a trust life cycle model, identifies various trusting cues by reviewing antecedent literature on trust, establishes an empirical research model based on the eleven cues identified, and tries to find the most salient trusting cues affecting the development of initial trust by empirically testing the model. The results show that the factors significant in developing initial trust in an Internet fashion store are perceived service reliability, perceived variety of options, perceived ease of use, and legal infrastructure.
基金Supported by the National Natural Science Foundation of China (No. 70702028)
文摘Lack of trust is one of the most important obstructions to consumers’ acceptance of e-commerce. With the increase of companies going online from offline, trust transfer has been found between offline presence and online presence. By applying the entitativity theories, this study empirically tested the trust transference from offline presence to online presence and addressed the underlying reasons through a questionnaire investigation on the customers of Lianhua supermarkets and Lianhua OK online supermarkets. Process integration was used as a useful means to promote this transfer process. For a click-and-mortar company such as Lianhua Group, its established offline trust is one of the major sources contributing to its initial online trust building. The results from this study suggest a new way to enhance e-commerce acceptance.
