Consumer Trust in An E-Retailer: An Integrative Model Directed toward Customer Retention

Persistent Link:
http://hdl.handle.net/10150/195453
Title:
Consumer Trust in An E-Retailer: An Integrative Model Directed toward Customer Retention
Author:
Chen, Cuiping
Issue Date:
2007
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
Trust is advocated as the single most important factor for consumers choosing an online supplier. To study trust mechanisms underlying consumer-e-retailer exchange relationship, this research takes a new perspective, a perspective directed toward customer retention. By bringing together three diverse approaches - trust literature, global evaluations theory, and transaction costs analysis, this study develops an integrative model of consumer trust in an e-retailer. Data for the study was collected using an online survey distributed via email to a national sample of 4,156 online consumers who were randomly drawn from a panel containing about 3 million people. Hypotheses were tested using structural equation modeling, multiple regression analysis, and multiple group analysis. Findings of the study imply that consumer trust in an e-retailer derives not only from a consumer's web experience but also from his/her experience outside the web. Specifically, a consumer's attitudes toward the key components of his/her entire online purchase experience (i.e., website design, fulfillment/reliability, privacy/security, and customer service) constitute the key drivers of consumer trust. Findings also indicate that trust is intrinsically beneficial. If a consumer trusts an e-retailer, he/she will come back in the future or even become loyal to the e-retailer. Further, findings suggest that though trust has a direct effect on future intentions and loyalty, part of its effect is conditional on its ability to reduce transaction costs. Additionally, findings of the study imply that as contextual factors, consumer dependence on an e-retailer confounds the effects of trust on future intentions and loyalty, and uncertainty surrounding online transacting environments moderates the effect of trust on future intentions. However, environmental uncertainty was not found to confound the effect of trust on loyalty. Finally, findings suggest that trust mechanisms underlying consumer-multi-channel e-retailer exchange relationship might be different from those underlying consumer-pure e-retailer relationship. Future research into this area is warranted.
Type:
text; Electronic Dissertation
Degree Name:
PhD
Degree Level:
doctoral
Degree Program:
Family & Consumer Sciences; Graduate College
Degree Grantor:
University of Arizona
Committee Chair:
Shim, Soyeon; O'Brien, Matthew

Full metadata record

DC FieldValue Language
dc.language.isoENen_US
dc.titleConsumer Trust in An E-Retailer: An Integrative Model Directed toward Customer Retentionen_US
dc.creatorChen, Cuipingen_US
dc.contributor.authorChen, Cuipingen_US
dc.date.issued2007en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractTrust is advocated as the single most important factor for consumers choosing an online supplier. To study trust mechanisms underlying consumer-e-retailer exchange relationship, this research takes a new perspective, a perspective directed toward customer retention. By bringing together three diverse approaches - trust literature, global evaluations theory, and transaction costs analysis, this study develops an integrative model of consumer trust in an e-retailer. Data for the study was collected using an online survey distributed via email to a national sample of 4,156 online consumers who were randomly drawn from a panel containing about 3 million people. Hypotheses were tested using structural equation modeling, multiple regression analysis, and multiple group analysis. Findings of the study imply that consumer trust in an e-retailer derives not only from a consumer's web experience but also from his/her experience outside the web. Specifically, a consumer's attitudes toward the key components of his/her entire online purchase experience (i.e., website design, fulfillment/reliability, privacy/security, and customer service) constitute the key drivers of consumer trust. Findings also indicate that trust is intrinsically beneficial. If a consumer trusts an e-retailer, he/she will come back in the future or even become loyal to the e-retailer. Further, findings suggest that though trust has a direct effect on future intentions and loyalty, part of its effect is conditional on its ability to reduce transaction costs. Additionally, findings of the study imply that as contextual factors, consumer dependence on an e-retailer confounds the effects of trust on future intentions and loyalty, and uncertainty surrounding online transacting environments moderates the effect of trust on future intentions. However, environmental uncertainty was not found to confound the effect of trust on loyalty. Finally, findings suggest that trust mechanisms underlying consumer-multi-channel e-retailer exchange relationship might be different from those underlying consumer-pure e-retailer relationship. Future research into this area is warranted.en_US
dc.typetexten_US
dc.typeElectronic Dissertationen_US
thesis.degree.namePhDen_US
thesis.degree.leveldoctoralen_US
thesis.degree.disciplineFamily & Consumer Sciencesen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.chairShim, Soyeonen_US
dc.contributor.chairO'Brien, Matthewen_US
dc.contributor.committeememberShim, Soyeonen_US
dc.contributor.committeememberO'Brien, Matthewen_US
dc.contributor.committeememberEastlick, Mary Annen_US
dc.contributor.committeememberWilson, Paulen_US
dc.identifier.proquest2331en_US
dc.identifier.oclc659748203en_US
All Items in UA Campus Repository are protected by copyright, with all rights reserved, unless otherwise indicated.