haku: @author Nath, P. / yhteensä: 2
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| Tekijä: | Mukherjee, A. Nath, P. |
| Otsikko: | Role of electronic trust in online retailing |
| Lehti: | European Journal of Marketing
2007 : VOL. 41:9/10 p. 1173-1202 |
| Asiasana: | trust electronic commerce retailing mathematical models |
| Kieli: | eng |
| Tiivistelmä: | The aim of this paper is to re-examine the commitment-trust theory (CTT) of relationship marketing in the electronic commerce context. It aims to theorize the antecedents and consequences of trust and commitment in the online context and recognize how CTT can be adapted in online business environment. The authors study and test the CTT model by empirical research through examining an online survey from British customers (n=651.) The findings suggest a major modification to the traditional CTT model in the online environment. Features such as privacy and security along with shared values are found to be the key antecedents of trust, which in turn strengthens the relationship commitment. |
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