Consumer trust in the online retail context: Exploring the antecedents and consequences

TLDR

The study investigates how website quality and consumer familiarity influence trust in online retail and its antecedents and consequences. Data were collected via an online questionnaire and a multidimensional model of website quality—usability, security/privacy, and product information—was developed. The research shows that website interface quality drives trust, which in turn fosters positive attitudes and behavioral intentions, and that familiarity moderates the link between quality dimensions and trust. © 2010 Wiley Periodicals, Inc.

Abstract

This empirical paper explores the antecedents and consequences of trust in the online retail context and examines the moderating role of consumers' familiarity with a Web site in the relationship between Web site quality and trust. Data were collected with an online questionnaire. The research highlights the importance of the Web site interface in consumer online behavior by systematically examining how different quality features affect consumer trust. A multidimensional view of Web site quality with the following dimensions is developed: Web site usability, security and privacy assurance, and product information quality. Trust is shown to lead to positive consequences, such as the formation of positive attitudes and behavioral intentions toward the Web site. The study also identifies the moderating role of Web site familiarity in the relationships between aspects of Web site quality and trust. The implications for e-retailers in terms of Web site design and marketing communications strategy are explored. © 2010 Wiley Periodicals, Inc.