Initiation of Trust and Management of Risk in On‐Line Retailing: UK On‐Line Wine Market

Abstract

Managing potential customers' perception of risk is essential to successful Internet wine retailing. If on‐line providers can minimise risk thus instilling a level of trust, then the initiation of an on‐line purchasing relationship can commence. This paper reviews the literature surrounding trust and risk and describes early findings of the elements of trust based on recent primary research. In addition, the paper develops an illustrative framework showing the links between the elements of trust and the parameters of risk for on‐line wine purchasing. Finally, the paper offers recommendations to on‐line wine providers to encourage trust, and these are outlined under the three discrete functions of an on‐line provider: site design, marketing and the e‐tailing function, on‐line wine purchasing. Finally, the paper offers recommendations to on‐line wine providers to encourage trust, and these are outlined under the three discrete functions of an on‐line provider: site design, marketing and the e‐tailing function.

Citation

Harridge‐March, S. and Quinton, S. (2005), "Initiation of Trust and Management of Risk in On‐Line Retailing: UK On‐Line Wine Market", International Journal of Wine Marketing, Vol. 17 No. 2, pp. 5-20. https://doi.org/10.1108/eb008785