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      Learning to trust e-tailers: Strategies used by consumers in a distrustful environment

      Friend, Lorraine A.; Alexander, Blair; Godwin, Beth
      Link
       www.jrconsumers.com
      Citation
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      Friend, L.A., Alexander, B. & Godwin, B. (2006). Learning to trust e-tailers: Strategies used by consumers in a distrustful environment. Journal of Research for Consumers, 10, 1-19.
      Permanent Research Commons link: https://hdl.handle.net/10289/989
      Abstract
      This article draws on a phenomenological study of understanding six early adopters’

      successful online shopping experiences. Narratives of their online purchasing experiences

      suggest that learning to trust e-tailers is a complex process that is shaped by factors such

      as self-identity, risk awareness, and technical and brand knowledge. This article

      summarises the first part of the findings from this study – the strategies the six participants

      used to gain trust with e-tailers to overcome their distrust of purchasing online. These

      strategies included checking payment security, gaining product information, checking the

      ordering process, using brand knowledge, asking friends for advice, using expert referrals,

      and assessing website structure, functionality and image. The findings suggest that

      technical and/or brand knowledge best explain the methods that these participants used to

      trust e-tailers because it provided them with a greater sense of comfort to purchase online.

      As with offline marketing contexts, this research suggests that credibility and benevolence

      are two important underlying dimensions of online trust. However, due to the distrustful

      environment of e-commerce, honesty may be an important separate dimension of online

      trust.
      Date
      2006
      Type
      Journal Article
      Publisher
      Journal of Research for Consumers
      Collections
      • Management Papers [1098]
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