A research on trust integration of online and offline retailer brands

Science Research Management ›› 2015, Vol. 36 ›› Issue (12) : 110-119.

Xie Qinghong, Tang Thuong Phat, Fu Xiaorong, Li Yanhui

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Abstract

Online and offline trust integration is not only an important theoretical issue, but also a problem that needs to be addressed urgently. In this study, we investigate the consumer trust integration of Suning Appliance and explore the impact of consumer's perception of online store on the overall level of trust in the retailer brand. A theoretical model is built to analyze the impact of various factors such as offline trust, structural assurance, flow experience and perceptual consistency on online and offline trust integration. We find that the consumer trust in offline stores has significant impact on the overall level of trust in brand and the magnitudes of these effects vary depending on the level of offline trust. For consumers with lower trust in offline stores, the structural assurance of consumer's perception of online store and flow experience has a significant impact on the trust integration. For consumers with higher trust in offline stores, the perceptual consistency has more significant impact on the trust integration. This study also provides managerial insights for improving consumer trust in retailers.

Key words

trust integration / overall trust / online trust / flow experience / structure assurance / perception consistency

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Xie Qinghong, Tang Thuong Phat, Fu Xiaorong, Li Yanhui. A research on trust integration of online and offline retailer brands[J]. Science Research Management. 2015, 36(12): 110-119

References

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