Multivariate data analysis (4th ed.): with readings
Multivariate data analysis (4th ed.): with readings
Trust Transfer on the World Wide Web
Organization Science
Empirical research in on-line trust: a review and critical assessment
International Journal of Human-Computer Studies - Special issue: Trust and technology
The development of initial trust in an online company by new customers
Information and Management
Journal of Management Information Systems
The Effect of Web Site Perceptions on Initial Trust in the Owner Company
International Journal of Electronic Commerce
International Journal of Electronic Commerce
The role of inter-channel trust transfer in establishing mobile commerce trust
Electronic Commerce Research and Applications
Excess Loyalty in Online Retailing
International Journal of Electronic Commerce
Electronic Commerce Research
Understanding users' initial trust in mobile banking: An elaboration likelihood perspective
Computers in Human Behavior
International Journal of Business Information Systems
Journal of Global Information Management
Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter
Computers in Human Behavior
Advice sharing between paired users in online travel planning
Journal of Theoretical and Applied Electronic Commerce Research
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The temporal and spatial separation between on-line retail brands and their customers means that on-line transactions are characterized by uncertainty, anonymity, and lack of control. The resulting high perception of risk and fear of opportunism make trust a crucial element of electronic commerce. New on-line brands have a substantial barrier to the initiation of transactions by consumers because they are relatively unknown in comparison to their established and known counterparts. This study focuses on how new on-line brands can persuade consumers to engage in on-line transactions. Drawing on the branding and social psychology literature, an experiment was designed to ascertain how association with well-known brands increases customers' trust of an unknown on-line brand, along with other desirable behaviors, such as bookmarking, intention to purchase, and willingness to provide personal information. The results obtained from a sample of 265 subjects faced with the decision of buying a travel package from an unknown online travel agency show that association and similarity with a known brand are factors that promote customers' trust and behavioral intentions. The implications for theory and managerial activities are discussed.