Consumer trust toward retail websites: Comparison between pure click and click-and-brick retailers |
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Authors: | Elissar Toufaily Nizar Souiden Riadh Ladhari |
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Affiliation: | 1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, China;2. School of Public Administration, Southwestern University of Finance and Economics, Chengdu, 610074 China;3. School of Business, Jinling Institute of Technology, Nanjing 211169, China |
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Abstract: | This paper examines the effects of security/privacy and social presence of retailers on consumer's e-trust in two different contexts: pure click and click and brick retailers. It explores how e-trust affects consumer attitudes toward websites and WOM. A conceptual model is tested using Structural Equation Modeling, on a random sample of 989 French customers. Results suggest that perceived website social presence and perceived security/privacy exert strong and positive impacts on website credibility and benevolence, which in turn directly influence website attitudes and indirectly influence word-of-mouth. One major difference between pure click and click-and-brick retailers is that the role of social presence in developing online benevolence is more important in the case of pure click retailers. The study concludes with managerial implications that may be useful in retail marketing. |
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Keywords: | Online customer trust Retailer multichannel Website security/privacy Website social presence Benevolence Credibility |
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