An Empirical Study of Multi-dimensional Trust and Eloyalty in E-commerce in China
نویسندگان
چکیده
As online shopping is becoming more and more popular in recent years, many studies have been conducted to explore the key issues involved in online shopping such as trust problems and strategies to retain customers. This study examined the importance of multi-dimensional trust to e-loyalty, the interrelationships among different dimensions of trust, and the antecedents of different dimensions of trust. A research model was developed with several hypotheses which were proposed for empirical examination. A total of 403 responses from the biggest E-marketplace in China were analysed to test the proposed model and its hypotheses using Partial Least Square (PLS). The empirical results showed that all trust dimensions had great impacts on e-loyalty and relationships existed in different dimensions of trust. This finding implied that practitioners should focus on developing an appropriate online strategy in terms of how to build up trust-based relationships with online customers.
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