Antecedents and consequences of trust: an e-tail branding perspective

Abstract

Purpose

The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

Design/methodology/approach

A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data.

Findings

The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation.

Originality/value

This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

Citation

Das, G. (2016), "Antecedents and consequences of trust: an e-tail branding perspective", International Journal of Retail & Distribution Management, Vol. 44 No. 7, pp. 713-730. https://doi.org/10.1108/IJRDM-06-2015-0089