Role of electronic trust in online retailing

Abstract

Purpose -Trust and commitment are the central tenets in building successful long-term relationships in the online retailing context. In the absence of physical interaction between the buyer and the seller, how websites can gain the trust of the buyers and deliver on the promises made have become central issues in online customer relationship management. This paper aims to re-examine the commitment-trust theory (CTT) of relationship marketing in the online retailing context. It seeks to theorize the antecedents and consequences of commitment and trust in the online context and identify how CTT can be adapted in a digitized business environment. Design/methodology/approach -Modified constructs and their measures are developed to understand the antecedents and the outcomes of commitment and trust. Survey data from British online customers (n ¼ 651) are used to test CTT hypotheses with structural equation modelling. Findings -The study suggests a significant modification to the traditional CTT model in the online environment. Privacy and security features of the website along with shared values are the key antecedents of trust, which in turn positively influences relationship commitment. Behavioural intentions of customers are consequences of both trust and commitment. The relationship termination cost has a negative impact on customer commitment. Research limitations/implications -The paper identifies interesting differences between the original work by Morgan and Hunt and the findings presented, but basically concludes that the commitment-trust theory applies to online retailing. Originality/value -Contributions of this study in re-examining the CTT model of relationship marketing in an online context are manifold. This paper proposes a modified model to understand the role of consumer trust and commitment in a digitized environment. The modified constructs and measures truly reflect the dynamism of online business. The extended CTT model can provide better insight into managing customer relationships in online retailing.

Kerktoewyding deur die jonger generasies: Hou verhoudingsbemarking die sleutel?

“…Hierdie konstruk kan op verskeie maniere gemeet word, waaronder kerkbywoning, deelname en die verbintenis tot ʼn bepaalde stel geloofswaardes (Ghorpade, Lackritz & Moore 2012:285). Dit blyk dat toewyding ʼn belangrike voorloper van enige suksesvolle verhouding is (Barry, Dion & Johnson 2008:119), en dat wanneer toewyding plaasvind, dit die waarskynlikheid tot suksesvolle verhoudings verhoog (Mukherjee & Nath 2007:1176. Harrington (2011:434) is van mening dat toewyding tot ʼn godsdienstige organisasie nie alleen ʼn persoonlike belofte is om ʼn spesifieke manier van lewe te volg nie, maar dat dit ook ʼn belofte is tot gemeenskapsdeelname.…”

“…Die literatuur stel kommunikasie as ʼn multi-dimensionele konstruk voor, bestaande uit dimensies soos openlikheid, die gehalte van inligting asook hoflikheid (Mukherjee & Nath 2007:1179. Hierdie studie gebruik die term "doeltreffende kommunikasie" ten einde al die onderskeie uitgangspunte in berekening te bring.…”

Antecedents of Customer E-loyalty With the Effect of Trustworthiness in Malaysia Context

“…In this regards, authors expect that there is an indirect effect of developed constructs on customer e-loyalty through trustworthiness. Additionally, several studies Mukherjee & Nath, 2007) showed that security influenced a person's trust in the Internet. The study of Kim et al (2010) found that perceived security is linked to consumer trust in purchasing e-tourism products in South Korea.…”

“…CTT has been applied in e-tourism (Kim, Chung, & Lee, 2010), e-banking (Lii, 2009), and e-commerce (Chen et al, 2010), and user behavior of computer (Corritore et al, 2003). In CTT, trust and commitment are closely linked and build up strong relationship among sellers and buyers (Mukherjee & Nath, 2007). Trust convinces people who have higher confidence (Moorman, Zaltman, & Deshpande, 1992).…”

The Factors Affecting the Trustworthiness of Customers towards the Usage of Internet Banking in Malaysia

“…This factor can simplify the communication or collaboration between customers and banks thereby could lead to mutual trust (Pay, Balaji, & Kok, 2014). Mukherjee et al (2007) states that one of the most influential factors is shared values because it can develop trust in an online retail context. This means that shared values can determine the knowledge of fraud by customers, therefore trust in banks is improved (Mukherjee & Nath, 2007).…”