The Importance of Initial Consumer Trust in B2C Electronic Commerce - A Structural Equation Modeling Approach
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CONTRIBUTORS:
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UNIVERSITY / COLLEGE:
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YEAR:
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2004
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PUB TYPE:
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Thesis/Dissertation
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PAGES:
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322,
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SUBJECT(S):
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consumer trust, B2C, e-commerce, initial trust, focus groups, survey, structural equation modeling (SEM), online retail store
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DISCIPLINE:
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Business/Management
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HTTP:
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http://ubdocs.uni-klu.ac.at/open/hssvoll/AC04445717.pdf
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LANGUAGE:
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English
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PUB ID:
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103-404-869
(Last edited on
2005/10/24 10:27:16 GMT-6)
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SPONSOR(S):
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ABSTRACT:
With an increasing number of consumers using the Internet and more and more of them engaging in online shopping activities, B2C electronic commerce sales are on the rise and expected to grow continuously in the next years. However, the online retail market is currently dominated by a few, big and very successful vendors, while many new start-ups and smaller regional online retailers struggle hard to attract and retain customers. One key element in attracting new customers and convincing them to click the “order button” is the establishment of consumers’ trust in the online vendor. As a result, in this thesis, we have focused on three main question: 1) What are the major factors that influence the formation of consumers‘ initial trust in a previously unknown online retail store? 2) What is the relative importance of initial consumer trust regarding consumers’ intention to transact with an unfamiliar online retail store? 3) Which measures may an online retail store employ to boost the establishment of consumers’ initial trust.
Consequently, this thesis presents an empirical study on consumers’ initial trust formation in an unfamiliar online retail store, grounded in a solid analysis of the state of the art of general trust literature, a conceptual meta-analysis of prior empirical research on online trust in B2C electronic commerce, an exploratory qualitative focus group study and a rigorous scale development with several pre-tests and a pilot study. The findings gathered, presented and discussed in the course of this thesis provide a number of contributions to the existing body of online trust research. In addition, fellow researchers are provided with a rigorously validated measurement instrument covering 18 theoretical constructs. Furthermore, several managerial implications are drawn from our findings and suggestions for practitioners from the field of B2C electronic commerce are made regarding the opportunities of promoting initial consumer trust.
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