Michaela Quintus, Kathrin Mayr, Katharina Maria Hofer, Yen Ting Chiu
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引用次数: 0
摘要
目的 在电子商务中获得和保持信任对网上购物至关重要。具体而言，了解跨市场在线购物背景下信任的形成及其后果非常重要，因为跨市场研究很少。因此，本研究通过对先进市场和新兴市场的比较，研究了消费者网购信任（TOS）的前因和后果。 为了验证所提出的假设，本研究分析了来自奥地利的 397 份回复和来自摩尔多瓦的 205 份回复。通过偏最小二乘法（PLS）路径建模，得出了对跨市场电子商务理论和实践的启示。实证研究结果表明，公司声誉、安全感和网站质量对消费者的 TOS 有积极影响。TOS与购买意向（PI）直接正相关。我们的研究证实了信任与感知风险（PR）之间以及 PR 与 PI 之间的负相关关系。此外，在经验和感知网站质量（PWQ）对 TOS 的影响方面，奥地利和摩尔多瓦之间存在明显差异。它在理论和实践上都有所贡献，揭示了客户信任和降低风险对于先进市场和新兴市场中的在线零售商促进在线 PI 的重要性。
Managing consumer trust in e-commerce: evidence from advanced versus emerging markets
Purpose
Gaining and maintaining trust in e-commerce is crucial for online purchases. Specifically, understanding trust formation and its consequences in a cross-market online shopping context is important, as cross-market studies are scarce. Therefore, this study examines antecedents and consequences of consumer trust in online shopping (TOS) by comparing advanced and emerging markets.
Design/methodology/approach
To test the formulated hypotheses, data including 397 responses from Austria and 205 from Moldova are analysed. Using partial least squares (PLS) path modelling, implications for theory and practice in cross-market e-commerce are obtained.
Findings
Empirical findings show that company reputation, perceived security and website quality positively influence consumer TOS. TOS corresponds directly positively with purchase intentions (PI). Our research confirms the negative relationship between trust and perceived risk (PR) as well as that between PR and PI. Furthermore, a significant difference between Austria and Moldova regarding the influence of experience and perceived website quality (PWQ) on TOS is observed.
Originality/value
Our study fills research gaps concerning TOS within the context of cross-market e-commerce. It contributes theoretically and practically and reveals the importance of customer trust and risk reduction for online retailers within advanced and emerging markets in order to provoke online PI.
期刊介绍：
The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.
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