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Article
Publication date: 3 December 2021

Miao Miao, Tariq Jalees, Syed Imran Zaman, Sherbaz Khan, Noor-ul-Ain Hanif and Muhammad Kashif Javed

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C…

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Abstract

Purpose

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.

Design/methodology/approach

Based on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.

Findings

We have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.

Research limitations/implications

This research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.

Originality/value

We have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 13 September 2021

Ruoshi Geng, Ruijie Sun, Jie Li, Fan Guo, Wangshuai Wang and Gong Sun

This paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of…

Abstract

Purpose

This paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of organizational legitimacy and the moderating effect of social worth.

Design/methodology/approach

To examine the hypotheses, the authors collected data from 276 users of a sharing platform (Didi) in China to conduct empirical research. The “lavaan” packages in R and SPSS were used to analyze the data and test the proposed hypotheses.

Findings

The results reveal that sharing platforms' innovativeness is positively related to consumer trust, and this relationship is mediated by organizational legitimacy. Furthermore, sharing platforms' social worth moderates the relationship between firm innovativeness and organizational legitimacy as well as the indirect effect of firm innovativeness on consumer trust via organizational legitimacy.

Practical implications

This article proposes strategies that enable sharing platforms to increase consumer trust, which can also better promote the development of the sharing economy.

Originality/value

This paper contributes to the literature by focusing on the social attributes of the sharing economy. By building a more detailed model of consumer trust, this paper adds to the knowledge on the influencing mechanism of consumer trust in the sharing economy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 5 October 2021

Petar Gidaković and Vesna Zabkar

Longitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This…

Abstract

Purpose

Longitudinal studies have shown that consumer satisfaction has increased over the last 15 years, whereas trust and loyalty have decreased during the same period. This finding contradicts the trust–value–loyalty model (TVLM), which posits that higher satisfaction increases consumers' trust, value and loyalty levels. To explain this counterintuitive trend, this study draws on models of trust formation to integrate the stereotype content model and the TVLM. It argues that consumers' occupational and industry stereotypes influence their trust, value and loyalty judgments through their trusting beliefs regarding frontline employees and management practices/policies.

Design/methodology/approach

The study was conducted among 476 consumers who were randomly assigned to one of five service industries (apparel retail, airlines, hotels, health insurance or telecommunications services) and asked to rate their current service provider from that industry.

Findings

The results suggest that both occupational and industry stereotypes influence consumers' trusting beliefs and trust judgments, although only the effects of industry stereotypes are transferred to consumers' loyalty judgments.

Research limitations/implications

The results of the study indicate that industry stereotypes have become increasingly negative over the last decades, which has a dampening effect on the positive effects of satisfaction.

Practical implications

This study provides guidelines for practitioners regarding the management of frontline employees and the development of consumer trust, value and loyalty.

Originality/value

This is the first study to propose and test an explanation for the counterintuitive trend concerning customer satisfaction, trust and loyalty. It is also the first to examine the roles of multiple stereotypes in the relationship between consumers and service providers.

Details

Journal of Service Management, vol. 32 no. 6
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 3 July 2021

Junlan Ming, Zeng Jianqiu, Muhammad Bilal, Umair Akram and Mingyue Fan

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow…

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1189

Abstract

Purpose

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Findings

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

Practical implications

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

Originality/value

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

Details

International Journal of Web Information Systems, vol. 17 no. 4
Type: Research Article
ISSN: 1744-0084

Keywords

Content available
Article
Publication date: 12 July 2021

Xusen Cheng, Ying Bao, Alex Zarifis, Wankun Gong and Jian Mou

Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot…

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1398

Abstract

Purpose

Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot in e-commerce, involving the moderating effects of task complexity and chatbot identity disclosure.

Design/methodology/approach

A survey method with 299 useable responses was conducted in this research. This study adopted the ordinary least squares regression to test the hypotheses.

Findings

First, the consumers' perception of both the empathy and friendliness of the chatbot positively impacts their trust in it. Second, task complexity negatively moderates the relationship between friendliness and consumers' trust. Third, disclosure of the text-based chatbot negatively moderates the relationship between empathy and consumers' trust, while it positively moderates the relationship between friendliness and consumers' trust. Fourth, consumers' trust in the chatbot increases their reliance on the chatbot and decreases their resistance to the chatbot in future interactions.

Research limitations/implications

Adopting the stimulus–organism–response (SOR) framework, this study provides important insights on consumers' perception and response to the text-based chatbot. The findings of this research also make suggestions that can increase consumers' positive responses to text-based chatbots.

Originality/value

Extant studies have investigated the effects of automated bots' attributes on consumers' perceptions. However, the boundary conditions of these effects are largely ignored. This research is one of the first attempts to provide a deep understanding of consumers' responses to a chatbot.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 19 February 2021

Eluiza Alberto de Morais Watanabe, Solange Alfinito and Luisa Lourenço Barbirato

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims…

Abstract

Purpose

Organic food consumption is growing, increasing the need for studies investigating the importance of organic certification labels in emerging countries. The research aims to identify the influence of certification labels and fresh organic produce categories (greenery, vegetable or fruit) on consumer trust and purchase intention.

Design/methodology/approach

An online experimental survey 3 × 3 was administered among 349 Brazilian consumers. Certification label and fresh organic produce category were designated as independent variables and manipulated to explore consumer trust and purchase intention. The authors performed a multivariate covariance analysis (MANCOVA) to analyze the data.

Findings

Results show that the certification label does not directly affect the dependent variables. It acts as a moderator and indirectly affects both consumer trust and purchase intention. Moreover, depending on the fresh organic produce category considered (greenery, vegetable or fruit), consumer trust changes. Sociodemographic characteristics, age and household income are also important. Finally, the greater the purchase frequency (the main predictor of the model), the greater the purchase intention and consumer trust.

Originality/value

The study contributes to deepen and expand studies involving organic food and to pave the way for future studies that aim to investigate the importance of certification labels of organic foods for consumers.

Details

British Food Journal, vol. 123 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 17 December 2020

Xinyu Wei, Heng Xie, Xianghui Peng and Victor Prybutok

The purpose of this research is to investigate how the consumer’s trusting mechanism influences their behavioral adoption intention in the context of genetic testing.

Abstract

Purpose

The purpose of this research is to investigate how the consumer’s trusting mechanism influences their behavioral adoption intention in the context of genetic testing.

Design/methodology/approach

Based on the technology acceptance theory and trust formation theory, the research posits and develops a comprehensive trust model by integrating trust-related factors that correlate to the consumer’s trusting beliefs and trusting intention. Survey data with 525 respondents allow to test and validate the model.

Findings

The tested model shows that technology institutional trust base, end-user’s cognitive trust base and social influence are significant determinants of trusting beliefs. The findings also reveal that mediation effects of performance expectancy and perceived risks exist in the relationship between trusting beliefs and trusting intention.

Originality/value

The foreseeable positive impact and rapid market growth of emerging healthcare technologies necessitate the strong need to study user acceptance. However, there is a lack of research on how consumers trust and their adoption intention of such innovations. Prior empirical evidence from different contexts and perspectives also show contradictory findings. This research extends the existing technology acceptance literature to a healthcare context, provides an improved generalized understanding of the consumer’s trusting mechanism in emerging biotechnology and discusses practical insights for regulatory authorities, healthcare institutes and medical professionals.

Details

Industrial Management & Data Systems, vol. 121 no. 2
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 22 October 2020

June-Hyuk Kwon, Seung-Hye Jung, Hyun-Ju Choi and Joonho Kim

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer

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1694

Abstract

Purpose

This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty.

Design/methodology/approach

The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results.

Findings

Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group.

Originality/value

The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

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Article
Publication date: 13 October 2020

Roberta Carolyn Crouch, Vinh Nhat Lu, Naser Pourazad and Chen Ke

Although international product-harm crises have become more common, the influence of the country image (CI) associated with foreign goods in such crises remains under…

Abstract

Purpose

Although international product-harm crises have become more common, the influence of the country image (CI) associated with foreign goods in such crises remains under researched. This study aims to investigate the extent to which the CI of a foreign made product influences consumers’ attribution of blame and trust and, ultimately, their future purchase intentions after the product is involved in a crisis.

Design/methodology/approach

A 2 (country) × 3 (crisis type) quasi experimental design was used, with data collected from Australia (n = 375) and China (n = 401).

Findings

CI can influence attribution of blame, subsequent levels of trust and likely purchase intentions. Australian and Chinese consumers have different views when it comes to trusting a company or placing blame, depending on the country of origin or the type of crisis. The direct and positive effect of CI on consumer purchase intentions following a product-harm crisis is sequentially mediated by attribution of blame and trust. Trust is the most powerful influence on future purchase intentions in both samples.

Research limitations/implications

In this research, only one type of crisis response strategy (no comment) was used. Thus, the results of this study must be viewed with caution when considering outcomes relating to other response options. Additionally, the testing was limited to only two samples, focussing on three countries (England, China, Vietnam), and one product context using a hypothetical brand. Further, despite our reasonable sample size (N = 776), the number of respondents represented in each cell would still be considered a limitation overall.

Practical implications

When developing crisis response strategies, managers should take into account the influence of a positive/negative source CI in driving attribution and trust. To minimize the impact of crisis on future purchasing decisions, organizations can leverage positive biases and mitigate negative ones, aiming to maintain or restore trust as a priority.

Originality/value

The study provides cross-country understanding about the significant role of CI during a product-harm crisis in relation to subsequent consumers’ blame attribution, their trust in the focal organization and ultimately their future purchase intentions.

Details

European Journal of Marketing, vol. 55 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 23 January 2007

Kyösti Pennanen, Tarja Tiainen and Harri T. Luomala

The purpose of this paper is to develop a value‐based framework for the consumer e‐trust building process.

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3225

Abstract

Purpose

The purpose of this paper is to develop a value‐based framework for the consumer e‐trust building process.

Design/methodology/approach

The data collection procedure consisted of two steps. The first was a brief questionnaire measuring potential informants' personal values. From this pool of potential informants, 30 were recruited for the interviews: five security‐ and five excitement‐minded consumers from three fields of electronic commerce; electronic newspapers, electronic grocery shopping, and electronic healthcare services.

Findings

The findings of the study reveal two value‐based external factors in e‐trust building that consumers perceive as risks in e‐commerce, and three value‐based behavioral patterns in e‐trust building that informants adopt to reduce perceived risks and build trust in e‐commerce. Furthermore, findings of the current study suggest that e‐trust building process is different based on individuals' personal values.

Research limitations/implications

This study takes into account only two consumers' personal values, security and excitement, and ignores others. However, it identifies the role of the consumers' personal values in e‐trust building, and thus opens new perspectives for further e‐trust research. The study also identifies different strategies that consumers can use to build trust in e‐commerce.

Originality/value

This study opens new perspectives in e‐trust research by exploring the role of consumers' personal values in e‐trust building process. The study also provides new insights for other researchers to develop understanding on mechanisms that consumers use to build e‐trust.

Details

Qualitative Market Research: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

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