The role of trust in e-commerce relational exchange: A unified model

Abstract

Analysts have predicted that even by 2011, online e-commerce sales would account for only 7%. Thus, the Internet is far from achieving its potential due to reluctance of consumers to engage in its use.Lack of trust is the important deterrent. It is one of the fundamental requirements for establishing online exchange relationships. Since its medium of transaction is a web site, the consumer's perception of technology also affects its use: the web site is an IT application. Prior studies, however, have not examined the impact of trust, technology attributes, and intentions on customer relationship development. In order to develop and maintain loyal customers, e-commerce companies must build good relationships with their consumers for longterm mutual benefit. Therefore, a unified model was developed to aid in understanding trust in the context of Internet enabled exchange relationships with consumers.2. Theoretical background 2.1. Technology acceptance TAM [6] assumed that system use was determined by behavioral intention (BI) to use it; this in turn was influenced by users' attitude (A), which was directly affected by beliefs about the system: perceived usefulness (U) and perceived ease of use (EOU). An additional relationship from U to BI assumed that intention was based on expected improvement in performance, regardless of attitude, and that EOU would influence U. Trust and electronic commerceTrust is crucial for any long-term business relationship. It is critical wherever risk, uncertainty and/or interdependence exist, as it mitigates risk. Web vendors are interested in building exchange relationships with consumers. Important precursors for the continuation of exchange relationships are consumer's beliefs and

Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism

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How the Loyalty of Expedition Business Can Be Formed Through Trust and Satisfaction

“…Ribbink, Riel, Liljander, and Streukens (2004) argue that when customers have trust in the services and products of a company, this will lead to loyalty. Palvia (2009) believes trust is one of the important mediating factors between the behavior of customers before and after purchasing a product that can lead to longterm loyalty and can strengthen the relationship between both parties. Harris and Goode (2004) also argue that the role of trust is one of the most important factors in determining customer loyalty.…”

End User Satisfaction and Individual Performance Assessments in e-Procurement Systems

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