The progression of online trust in the multi-channel retailer context and the role of product uncertainty

Authors:
Gee-Woo Bock;Jumin Lee;Huei-Huang Kuan;Jong-Hyun Kim
Affiliations:
Sungkyunkwan University, School of Business, 25-2 Sungkyunkwan-ro, Jongno-gu Seoul 110-745, Republic of Korea;Kyung Hee Cyber University, e-business Department, 1 Hoegi-Dong Dongdaemun-gu Seoul 130-739, Republic of Korea;Infocomm Development Authority of Singapore (IDA), 10 Pasir Panjang Road #10-01 Mapletree Business City 117438, Singapore;Sungkyunkwan University, School of Business, 25-2 Sungkyunkwan-ro, Jongno-gu Seoul 110-745, Republic of Korea
Venue:
Decision Support Systems
Year:
2012

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International Journal of Knowledge-based and Intelligent Engineering Systems - Selected papers of KES2012-Part 2 of 2

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Abstract

This research attempts to evaluate the effects of antecedents of online trust in the context of multi-channel retailers at different phases, taking into consideration the moderating effects of product types. The results reveal that multi-channel retailers' trust is transferred from the offline channel to the online channel. Secondly, the customers' initial interaction with the retailers ameliorates the effects of non-direct experience, such as Internet-based structural assurance and word-of-mouth. With increases in product uncertainty, the effects of word-of-mouth, offline trust, and efficacy of sanctions on online trust are greater for experience products than for search products.