Consumers’ Initial E-Trust Building Process: Development of an Integrative Model and Research Propositions
Trust is a widely studied phenomenon across numerous disciplines. Researchers of e-commerce have conducted several studies on consumer trust in e-commerce. Despite the extensive interest in consumer trust, there are only few studies that concentrate on how consumers build trust in e-commerce. The present article seeks to amend this situation by conceptualising consumers’ initial e-trust building process. Different affective and cognitive mechanisms that consumers may use to build e-trust are introduced. Moreover, the influence of different consumer characteristics and the context in consumer’s e-trust building process is addressed. As a consequence, five propositions for further research are developed.
Kyosti Pennanen (2009) ,"Consumers’ Initial E-Trust Building Process: Development of an Integrative Model and Research Propositions", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 165-170.
Kyosti Pennanen, University of Vaasa, Department of Marketing, Finland
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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