How the signals influence consumers initial trust?: The moderation effect of online shopping experience
The lack of initial trust on c-vendor has become a primary reason for consumers not buying products online. Although the factors that influence consumers initial trust have been explored by researchers, the research of consumers online shopping experience which might moderate these influence factors and initial trust is still in its infant. This study aims to explore the moderation effect of consumers online shopping experience between the intrinsic and extrinsic signals (such as perceived reputation ratings, online feedback, and perceived product) and consumers initial trust. The study concludes with the managerial implications and suggestions for further research.
Perceived reputation Perceived product Initial trust Online shopping experience
Qinhai Ma Xiangze Sun Jia Zhao Yuexian Zhang
School of Management, Northeastern University Shenyang, China Nottingham University Nottingham, UK
国际会议
大连
英文
137-143
2011-07-10（万方平台首次上网日期，不代表论文的发表时间）