Cognitive and institutional predictors of initial trust toward an online retailer

摘要: Purpose – Via an initial trust‐building model, the purpose of this paper is to examine consumers' trust in unfamiliar online retailer, considering cognitive perceptions retailer and institutional beliefs about environment.Design/methodology/approach A random sample 2,000 US households, resulting 477 usable responses, was surveyed by assigning subjects one two shopping scenarios portraying insurance with a weak or strong reputation.Findings Structural equation modelling revealed that second‐hand first‐hand information have comparable contrasting effects on purchase intent through formation trust.Research limitations/implications Results imply consumers form using combination regarding environment. Ways which researchers retailers can shape ...