Building Consumers’ Trust in Electronic Retail Platforms in the Sub-Saharan Context: an exploratory study on Drivers and Impact on Continuance Intention

Odusanya, Kayode; Aluko, Olu; Lal, Banita

doi:10.1007/s10796-020-10043-2

Cited by 28 publications

(37 citation statements)

References 68 publications

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“…H2 showed that website security also has a positive and significant effect on panic online buyers, but with less strength than H1. Therefore, website security is one of the key elements that considered by panic buyers when conducting e-commerce operations [58,63]. These findings align with the adaptation technology literature and behavioral reasoning theory [7,66].…”

Section: Discussionsupporting

confidence: 75%

“…However, other studies reported that socially responsible consumers perceive a greater risk of buying online and confidence is lacking in the security of websites [57]. In more recent studies, researchers have found that the behaviors of socially responsible online consumers are drastically changing and relying on online shopping due to the emergence of new electronic commerce platforms, such as collaborative e-commerce, the pickup mode, and the use of social media (Facebook and WhatsApp)-online sales channels that are linked to the business website [58][59][60]. These strategies have been a key element in promoting online purchases by responsible consumers, encouraging the purchase of ecological, economical, recyclable, and sustainable products, mainly due to the social influence of communities that have already had experience with online shopping [61,62].…”

Section: Website Security and Responsible And Panic Buyersmentioning

confidence: 99%

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Online Buyers and Open Innovation: Security, Experience, and Satisfaction

Valdez-Juárez

Gallardo‐Vázquez

Ramos-Escobar

2021

Journal of Open Innovation: Technology, Market, and Complexity

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The topic of consumer behavior in a social context is important due to its influence on the behaviors and attitudes of individuals. New online business models are adopting open innovation practices focused on improving their sales channels through their technological capacity. In this paper, we analyze the purchase intentions in a business context to identify consumer needs through the proper purchase decision process. We must also observe the internal and external factors that influence consumer behavior. More exactly, electronic commerce is facing challenges and opportunities manifested by online consumers, such as design, security, trust, risk, uncertainty, and satisfaction with online purchases. Many external factors (economic, political, social, environmental, and health) influence buyers’ intentions and behaviors. The objectives of this study are to (1) determine the influence of the security level of websites on purchasing behaviors (socially responsible and panic buyers), (2) determine the effect of website security on consumer satisfaction, (3) determine the effect of buyers (socially responsible and panic buyers) on the level of satisfaction, and (4) examine if the buyer experience has a moderating effect between the variables (socially responsible and panic buyers) and the dependent variable (customer satisfaction). We focus on a sample of 663 socially responsible online buyers and panic buyers from the Sonora, Baja California, and Sinaloa regions in Mexico. Data were collected from the months of April to August 2020, and an online questionnaire was used address to each of the residents of these regions aged between 20 and 55 and who were economically active. The data were analyzed using the structural equation model–partial least squares (SEM-PLS) model based on variance. The findings show that website security has significant positive effects on socially responsible buyers, panic buyers, and the level of customer satisfaction. Socially responsible buyers also have positive effects on customer satisfaction. However, the relationship between panic buyers and customer satisfaction is not supported. Related to a moderation analysis, that the buyer experience has a significant effect on the relationship between socially responsible online buyers and the level of satisfaction. Conversely, we find empirical evidence of the buyer experience having no significant effect between panic buyers and customer satisfaction. Our findings contribute to the development of various theories: the theory of behavioral reasoning (BRT), social identity theory (SIT), and the technological adaptation model (TAM). From an academic point of view, the findings are positive and encouraging, contributing to the literature on the e-commerce, behaviors, and attitudes of purchase intentions of individuals. Our work is incorporated into the existing literature on purchase intention and virtual business models, whose characteristics need to continue to be outlined, constituting a popular business model in recent years.

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Section: Discussionsupporting

confidence: 75%

Section: Website Security and Responsible And Panic Buyersmentioning

confidence: 99%

Online Buyers and Open Innovation: Security, Experience, and Satisfaction

Valdez-Juárez

Gallardo‐Vázquez

Ramos-Escobar

2021

Journal of Open Innovation: Technology, Market, and Complexity

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“…The research participants were purposefully drawn from these banks because they are expected to have firsthand experience and understanding of the research problem and phenomena in the study. In each of these banks, potential research respondents with knowledge of the research area were identified (Odusanya, Aluko, and Lal, 2020).…”

Section: Methodsmentioning

confidence: 99%

Customer Relationship Marketing and The Challenge of System Trust in the Nigerian Retail Banking Context

Tangaza¹,

Bello²

2021

TR1010

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Purpose -This study explores how system trust affects customer relationships management in the Nigerian retail-banking context, a country with weak institutions and infrastructure. Design/methodology/approach -this is an exploratory study based on qualitative research using semi-structured interviews with 27 managers, and a review of documents on the Nigerian retail banking system. Findings -The major findings of the study is that weak system trust -due to the weak legal framework, low literacy level and ineffective policing, has an influence on technologydominated relationship marketing and reinforces interpersonal trust in the Nigerian retail banking context. Practical implication-the findings are significant to research and practice concerning how system trust affects the relationship management strategy of retail banks in the Sub-Saharan African market, and how banks mitigate the effect of system trust through staffs' interpersonal trust-building effort. Originality/value -This study is among the very few studies that link CRM implementation and system trust in the retail banking context that operate in the Sub-Saharan African market.

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“…Trust is defined as "belief that one can rely upon a promise made by another and that the other, in unforeseen circumstances, will act toward oneself with goodwill and in a benign fashion" (Suh & Han, 2003, p. 137). Trust plays an important role in internet behavior (Odusanya et al, 2020;Zhou et al, 2016). As perceived risk and uncertainty in the online environment is high, users can be suspicious about security of online commerce activities (Mulero & Adeyeye, 2013;Slade et al, 2014).…”

Section: Trustmentioning

confidence: 99%

A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption

et al. 2021

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Social commerce (s-commerce) has gained prominence with advances in social media and social networking technologies over the last decade. Prior research has employed diverse theoretical perspectives to understand and explain consumer behavior within s-commerce but has also produced inconsistent results. This study integrates different theoretical perspectives including trust, social support, and social presence. The research portrays an integrated research model involving factors that impact behavioral intention and use behavior of s-commerce consumers whilst synthesizing prior empirical findings. A meta-analytic structural equation modeling (MASEM) method was used to synthesize 189 findings reported in 68 s-commerce studies and to analyze the structural model. Our findings show that trust and informational support have positive effects on behavioral intention while trust and emotional support have positive effects on use behavior. Furthermore, our findings highlight that behavioral intention influences use behavior and mediates the effect of trust and informational support on use behavior. The implications for research and practice are discussed in detail.

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Building Consumers’ Trust in Electronic Retail Platforms in the Sub-Saharan Context: an exploratory study on Drivers and Impact on Continuance Intention

Cited by 28 publications

References 68 publications

Online Buyers and Open Innovation: Security, Experience, and Satisfaction

Online Buyers and Open Innovation: Security, Experience, and Satisfaction

Customer Relationship Marketing and The Challenge of System Trust in the Nigerian Retail Banking Context

A Meta-Analytic Structural Equation Model for Understanding Social Commerce Adoption

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