The role of trust in e-commerce relational exchange: A unified model

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Prashant Palvia, Joe Rosenthal Excellence Professor and Director of the McDowell Research Center for Global IT Management (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Recently, studies of B2C e-commerce have used intention theory to understand the role of trust of Internet transactions but most have investigated only a component of e-commerce (e.g., initial adoption or continuance) and neglected the role of good relations with the consumer in ensuring a successful sustained relationship. Therefore, a model that went beyond intention and included key relational concepts (satisfaction, value, loyalty, etc.) was developed. Trust and its components are a major part of this model, which was based on strong theoretical foundations. Fifteen hypotheses were formulated. Data on the constructs were collected from 420 respondents and analyzed using elliptical re-weighted least squares as the estimation method to test model validity and the hypotheses. An additional relationship between satisfaction and customer loyalty was investigated. Implications for researchers and practitioners are discussed.

Additional Information

Information & Management. 46, 213-220
Language: English
Date: 2009
e-Commerce, Trust, Exchange relationship, TAM, Satisfaction, Value, Loyalty

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