Skip to main content
SpringerLink
Log in
Book cover

The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World pp 726–732Cite as

The Impact of Customers’ Direct and Indirect Experience on E-Trust

  • Conference paper

Abstract

Despite the rapid growth of e-commerce, online users are still cautious and skeptical about online shopping. The uncertainty inherent in online shopping impedes customers’ online transactions. Previous research emphasized the significance of customer experience management and its influence on e-tailers’ success, mainly focusing on customers’ direct experience with e-tailers. The purpose of this study is to investigate the impact of customers’ indirect experience as well as direct experience on their perception of e-tailers’ trustworthiness and their behavioral outcomes drawing on the equity theory. Specifically, this study posits that customers’ direct experience (perceived quality of site design and flow) and indirect experience (reputation) with e-tailers contribute to their perception of e-tailers’ trustworthiness, which in turn influences their intention to repurchase from and spread positive word-of-mouth about the e-tailers. The results support the proposed relationships of customers’ direct and indirect experience, except for the relationship between flow and e-trust. Customers’ perceived quality of site design (direct experience) and e-tailers’ reputation (indirect experience) positively influence customers’ e-trust, whch in turn significantly contributes to their intention to repurchase and spread positive word of mouth. Theoretical and practical implications are discussed.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   169.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Adams, J. S. (1963). Toward an understanding of inequity. Journal of Abnormal and Social Psychology, 67 (5), 422-436.

    Article  Google Scholar 

  • Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A aarge-scale exploratory empirical study. Journal of Marketing, 69 (October), 133–152.

    Article  Google Scholar 

  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 84-89.

    Google Scholar 

  • Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing Management 3(3), 8-19.

    Google Scholar 

  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(April), 81-93.

    Article  Google Scholar 

  • Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27-37.

    Google Scholar 

  • Chen, S. C., & Dhillon, G. S. (2003). Interpreting dimensions of customer trust in e-commerce. Information Technology and Management, 4(2), 303-318.

    Article  Google Scholar 

  • Chiles, T. H., & McMackin, J. F. (1996). Integrating variable risk preferences, trust and transaction cost economics. Academy of Management Review, 21(1), 73-99.

    Google Scholar 

  • Dayal, S., Lanesberg, H., & Zeisser, M. (1999). How to build trust online. Marketing Management 8(3), 64-71.

    Google Scholar 

  • Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(4), 35-51.

    Article  Google Scholar 

  • Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Jourmal of Marketing, 51 (April), 11-27.

    Article  Google Scholar 

  • Everard, A., & Galletta, D. F. (2006). How presentation flaws affect perceived site quality, trust and intention to purchase from an online Store. Journal of Management Information Systems, 22(3), 55-95.

    Article  Google Scholar 

  • Fazio, R. H., & Zanna, M. P. (1981). Direct experience and attitude-behavior consistency. Advances in Experimental Social Psychology, 14, 161-202.

    Article  Google Scholar 

  • Fisk, R. P., & Young, C. E. (1985). Disconfirmation of equity expectations: Effects on cosumer satisfaction with services. In Hirschman, E. C., & Holbrook, M. B. (Eds.), Advances in Consumer Research (pp. 340-345). Provo, UT : Association for Consumer Research.

    Google Scholar 

  • Fogg, B. J., Soohoo, C., Danielson, D. R. Marable, L., Stanford, J., & Tauber, E. R.. (2002). How do users evaluate the credibility of web sites? A study with over 2,500 participants. http://www.consumerwebwatch.org, Accessed March 15 2010.

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural Equation models with unobservable variables and measurement error.” Journal of Marketing Research, 8, 39-50.

    Article  Google Scholar 

  • Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.

    Article  Google Scholar 

  • Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM online shopping: An integrated model. MIS Quarterly, 27 (1), 51-90.

    Article  Google Scholar 

  • Gilmore, J. H., & Pine, B. J. II. (2002). Customer experience places: The new offering frontier. Stragety and Leadership, 30 (4), 4-11.

    Article  Google Scholar 

  • Hair, J. F., Rolph, E., Anderson, R. L. T., & Black, W. C. (1998). Multivariate data analysis. NJ: Prentice Hall.

    Google Scholar 

  • Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60 (July), 50-68.

    Article  Google Scholar 

  • Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 15 (May), 250-260.

    Article  Google Scholar 

  • Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Customer trust in an internet store. Information Technology and Management, 1(1), 45-71.

    Article  Google Scholar 

  • Jarvenpaa, S. L., N. Tractinsky, and L. Saarinen. 1999. Customer trust in an internet store: A cross-cultural validation. Journal of Computer Mediated Communication, 5 (2): 1-33.

    Google Scholar 

  • Lampert, S. I. and L. J. Rosenberg. 1975. Word of mouth activity as information search: A reappraisal. Academy of Marketing Science 3 (3/4): 337-354.

    Article  Google Scholar 

  • Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31(2), 324-332.

    Article  Google Scholar 

  • Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of oganizational trust. Academy of Management Review, 20 (3), 709-734.

    Google Scholar 

  • McKnight, D. H., Cummings, L. L., & Chervany, N. L. (1998). Initial trust formation in new organizational relationships. Academy of Management Review, 23(3), 473-490.

    Google Scholar 

  • McKnight, H. D., V. Choudhury and C. Kacmar. (2002). The impact of initial customer trust on intentions to transact with a webiste: A trust building model. Journal of Strategic Information System, 11, 297-323.

    Article  Google Scholar 

  • McKnight, H. D., V. Choudhury and C. Kacmar. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Informatin Systems Research, 13, (3), 334-359.

    Article  Google Scholar 

  • Millar, M. G., & Tesser, A. (1992). The role of beliefs and feelings in guiding behavior:The mis-match model. In Martin, L. L., & Tesser, A. (Eds.), The Construction of Social Judgments (pp.277-300). New Jersey: Lawrence Erlbaum Associates. Inc.

    Google Scholar 

  • Moneta, G. B., & Csikszentmihalyi, M. (1996). The effect of perceived challenges and skills on the quality of subjective experience. Journal of Personality, 64 (2), 275-310.

    Article  Google Scholar 

  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.

    Article  Google Scholar 

  • Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19 (1), 22-44.

    Article  Google Scholar 

  • Park, J., & Goetzinger, L. (2007). The role of trust dimensions in online retailer’s trust building efforts. Journal of Customer Behaviour, 5, 285-306.

    Article  Google Scholar 

  • Palmer, J. W., Bailey, J. P., & Faraj, S. (2000). The role of intermediaries in the development of trust on the WWW: The use and effectiveness of trusted third parties and privacy statements. Journal of Computer Mediated Communication, 5(3), 215-243.

    Google Scholar 

  • Shneiderman. B. (2000). Designing trust into online Experiences. Communicaitons of the ACM, 43 (12), 57-59.

    Google Scholar 

  • Sirdeshmukh, D., Singh, J., & Sabol., B. (2002). Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66 (1), 15-37.

    Google Scholar 

  • Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42 (4), 73-93.

    Article  Google Scholar 

  • Walster, E., Berscheid, E., & Walster, G.W. (1973). New directions in equity research. Journal of Personality and Social Psychology, 25(2), 151-176.

    Article  Google Scholar 

  • Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow in human-computer interactions. Computer in Human Behavior, 9, 411-426.

    Article  Google Scholar 

  • Wu, C., & Shaffer, D. R. (1987). Susceptibility to a persuasive appeal as a function of source credibility and prior experience with the attitude object. Journal of Personality and Social Psychology, 52(4), 677-688.

    Article  Google Scholar 

  • Zanna, M. P., & Rampel, J. K. (1988). Attitudes: A new look at an old concept. In Bar-Tal, D., & Kruglanksi, A.W. (Ed.), The social psychology of knowledge (pp. 315-334). New York: Cambridge Univ. Press.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Purdue University, Melbourne, Victoria, Australia

    Joohyung Park

  2. University of Houston, Melbourne, Victoria, Australia

    JungKun Park & Shirley Ezell

Authors
  1. Joohyung Park
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. JungKun Park
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Shirley Ezell
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Monash University, Melbourne, Victoria, Australia

    Colin L. Campbell

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Academy of Marketing Science

About this paper

Cite this paper

Park, J., Park, J., Ezell, S. (2017). The Impact of Customers’ Direct and Indirect Experience on E-Trust. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_198

Download citation

Publish with us

Policies and ethics

Search

Navigation