E-trust: the influence of perceived interactivity on e-retailing users
Authors: Merrilees, Bill; Fry, Marie-Louise
Source: Marketing Intelligence & Planning, Volume 21, Number 2, 2003 , pp. 123-128(6)
Publisher: Emerald Group Publishing Limited
Abstract:E-retailing has received considerable attention in recent years, especially with the help of consumer behaviour concepts and tools. This particular paper focuses on e-trust and its antecedents. Special attention is given to the proposition that the more a site is perceived to be interactive, then the greater the trust that users attach to that site. Previous research has demonstrated this relationship with respect to a particular site. The current paper re-examines this relationship with respect to another site. More importantly, the paper tests whether the nexus between interactivity and e-trust applies to both pure "click" and "brick and click" e-retailers.
Document Type: Research Article
Publication date: 2003
- Incorporating Journal of Marketing Practice: Applied Marketing Science