A Cognitive Dissonance Perspective of Customers' Online Trust in Multi-Channel Retailers.

摘要: Although multi-channel retailers can leverage on offline advantages for their online sales, it has been challenging them to attract customers make repeated purchases. This be attributed the development of trust which long cited as central continually purchases from retailers. Even though extensively studied in marketing and MIS literature, research efforts generally focus pure there no investigate during postpurchase phase. After making initial retailer, are likely encounter or even search information sources (social contacts reviews) that may dissonant with own purchasing experiences, causing reevaluate trust. Hence, this paper addresses following question: How do jointly evaluate post-purchase experiences reformulate trust? Since have channels sales customers, we also interested investigate: phase? draws cognitive dissonance theory present a model multichannel