Longitudinal research on consumers' trust in B2C E-business

Little empirical studies have addressed trust, satisfaction and loyalty in e-business from a longitudinal perspective, as well as the examination of trusting beliefs evolution over time. This research presents a dynamic model for understanding the process by which consumers' trust evolves over...

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Bibliographic Details
Main Authors: Hanyang Luo, Lijun Ma, Xudong Lin, Xiaobing Gan
Format: Conference Proceeding
Language:English
Subjects:
Bridges
Buildings
Context
Customer satisfaction
dynamic model
e-loyalty
Educational institutions
evolution
Internet
Merchandise
satisfaction
trusting belief
trusting intention
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Summary:Little empirical studies have addressed trust, satisfaction and loyalty in e-business from a longitudinal perspective, as well as the examination of trusting beliefs evolution over time. This research presents a dynamic model for understanding the process by which consumers' trust evolves over time in B2C E-business. This model bridges trusting intention, satisfaction and e-loyalty and examines the process of trust development from one period to the next. The empirical research results showed that, online consumers' trusting intention at pre-purchase stage significantly positively affected their satisfaction at post-purchase stage, which indirectly positively affected their e-loyalty at last, almost completely mediated by their relationship commitment to the B2C e-vendor. During the process by which consumers' trust evolves over time, the three dimensions of trusting belief (integrity, ability and benevolence) didn't have the parallel effect on online consumers' satisfaction and e-loyalty. Although integrity and ability belief remarkably positively influenced satisfaction and e-loyalty, the effect of benevolence belief showed insignificant.
ISSN:2161-1890
DOI:10.1109/ICSSSM.2011.5959529