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Are the Drivers and role of online trust the same for all web sites and consumers? a large-scale exploratory empirical study
Online marketing strategies of different Web site categories emphasize different site characteristics, such as privacy, navigation, and advice to build trust. The authors develop a conceptual model that links consumer perceptions of Web site characteristics and consumer characteristics to perceptions of trust in a Web site and that links online trust to behavioral intent related to a Web site. The authors estimate this model in a large-scale empirical study using data from 6831 consumers across 25 Web sites from eight Web site categories, using structural equation analysis with a priori and post hoc segmentation. The results show there are significant differences across Web site categories and among consumers with regard to the influential Web site and consumer characteristics that drive online trust. Privacy and order fulfillment are the most influential determinants of trust for sites in which both information risk and involvement are high (eg, travel Web sites). Navigation is strongest for information-intensive sites (eg, sports, portal, community sites). Brand strength is critical for categories with high involvement (eg, automobile, financial service sites), and advice is the most powerful determinant for search good categories with high financial risk (eg, computer sites)..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Retailing Brand equity Customer relations Web sites Privacy Market strategy studies Order processing Web site design |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |