Role of Trust Transfer in E-Commerce Acceptance |
| |
| Authors: | Qing Yang &#x; Lihua Huang ìí Yunjie Xu ý&#x; |
| |
| Institution: | aFudan-Pacific Institute of Finance, Shanghai 201300, China;bSchool of Management, Fudan University, Shanghai 200433, China;cNational University of Singapore, Singapore |
| |
| Abstract: | Lack of trust is one of the most important obstructions to consumers' acceptance of e-commerce. With the increase of companies going online from offline, trust transfer has been found between offline presence and online presence. By applying the entitativity theories, this study empirically tested the trust transference from offline presence to online presence and addressed the underlying reasons through a questionnaire investigation on the customers of Lianhua supermarkets and Lianhua OK online supermarkets. Process integration was used as a useful means to promote this transfer process. For a click-and-mortar company such as Lianhua Group, its established offline trust is one of the major sources contributing to its initial online trust building. The results from this study suggest a new way to enhance e-commerce acceptance. |
| |
| Keywords: | e-commerce acceptance initial online trust trust transfer click-and-mortar |
| 本文献已被 维普 万方数据 ScienceDirect 等数据库收录！ |
|
