Investigating initial trust toward E-tailers from the elaboration likelihood model perspective

Shu Chen Yang, Wan Chiao Hung, Kai Sung, Cheng Kiang Farn

研究成果: 雜誌貢獻回顧評介論文同行評審

169 引文 斯高帕斯(Scopus)

摘要

This study investigates initial trust formation in Internet shopping from the perspective of the elaboration likelihood model (ELM) by conducting a 2 × 2 factorial laboratory experiment. Based on data collected from 160 respondents, the results indicate that display of third-party seals and product information quality positively affects consumers' trust toward an e-tailer through assurance perception and result demonstrability, respectively. Besides, one's product involvement and trait anxiety play moderating roles. As predicted in ELM, consumers with high involvement and low anxiety build their trust via central route exclusively, whereas consumers with low involvement or high anxiety build their trust via peripheral route exclusively. The results suggest that customizing the persuasive arguments for different consumers is a critical strategy for initial on-line trust building.

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頁(從 - 到)429-445
頁數17
期刊Psychology and Marketing
23
發行號5
DOIs
出版狀態已出版 - 5月 2006

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