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Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion
Authors:Ray L Benedicktus  Michael K Brady  Peter R Darke  Clay M Voorhees  
Institution:a College of Business and Economics, California State University, Fullerton, 800 North State College Boulevard, Fullerton, CA 92831, United States;b College of Business, Florida State University, Tallahassee, FL 32306, United States;c Schulich School of Business, York University, 4700 Keele Street, Toronto, ON, Canada M3J 1P3;d Eli Broad College of Business, Michigan State University, East Lansing, MI 48824, United States
Abstract:Etailers have been losing market share to brick and mortar retailers that also sell products online. Two related studies investigate means by which etailers can convey trustworthiness to consumers and thereby increase purchase intentions relative to hybrid firms. Study 1 examines whether consensus information (i.e., the extent of satisfaction agreement among previous customers) and brand familiarity exert independent or interactive effects on consumer perceptions across retailers that possess, or lack, a physical presence. Study 2 tests a potential boundary condition of the effects of consensus information and brand familiarity by introducing generalized suspicion, which is a common condition for online buyers. Results suggest that consensus information provides a broad cue that conveys trustworthiness and leads to greater purchase intentions for both familiar and unfamiliar brands, as well as hybrid and etailer firms. In comparison, the effects of physical presence and brand familiarity were somewhat narrower in scope. However, we find that consensus information alone is not sufficient to buffer against active, generalized suspicions online. Instead, a combination of high consensus and brand familiarity is necessary for this purpose. The paper concludes with recommendations on how etailers can convey trustworthiness in online exchanges and how future research can build upon these findings.
Keywords:Bricks and mortar  Physical presence  Brand familiarity  Suspicion  Trust  Online retailing
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