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Alleviating uncertainty through trust: A narrative approach to consumers' foreign online purchasing behaviour

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Consumer online purchasing behaviour has evolved as a dominant field of research. Still, most research focuses on consumers' domestic online purchasing behaviour, and neglects consumers' foreign online purchasing behaviour. Online purchasing, and specifically foreign online purchasing, is associated with high levels of uncertainty pinpointing consumers' trust as a pivotal issue. The aim of this paper is to provide an understanding of the consumers' foreign online purchasing process by studying the consumers' perceived uncertainty and trust when purchasing from foreign online vendors. For this aim, a narrative method is applied and three consumers' narratives provide insights on how uncertainty is mitigated not only by the effects of cognitive and affective trust on behavioural trust in foreign online vendors, but also how connected trust is an important dimension of trust in the consumers' foreign online purchasing process.


Document Type: Research Article


Publication date: June 1, 2013

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