دانلود رایگان مقاله متاآنالیز روابط اعتماد آنلاین در تجارت الکترونیک

Abstract

A meta-analysis examined the role of online trust in business-to-consumer e-commerce. The analysis of 16 pairwise relationships derived from 150 empirical studies involving online trust revealed that online trust exhibits significant relationships with selected antecedents (e.g., perceived privacy, perceived service quality) and consequences (e.g., loyalty, repeat purchase intention). Even so, additional analyses demonstrated that methodological characteristics such as study design, website type, and type of items used to measure the trust construct moderated certain online trust relationships. These additional analyses indicated that the relationships between online trust and its respective antecedents and consequences are simultaneously more idiosyncratic, complex, and subtle than previously envisioned. Implications of the analyses for theory, practice, and future research are discussed.

Conclusion

The future of business-to-consumer e-commerce would be tenuous without online trust. Indeed, according to Reichheld and Schefter (2000), price is not the determinant of online purchases; trust is. Thus, online trust will continue be an important aspect of e-commerce even though both e-commerce and the Internet itself have evolved considerably over time. Establishing consumer trust in e-commerce presents a challenge for e-vendors and is a subject that generates continuous interest and research.

The present meta-analysis provides new insights regarding the relationships involving online trust and selected antecedents and consequences. These insights are particularly germane for clarifying the conceptual ambiguities surrounding online trust-related relationships. The present research has also taken a step toward explaining the variance in relationship effect sizes observed across studies. Overall, this meta-analysis can be used as a starting point for future studies of online trust. To the extent that the present results are disseminated, future research on online trust should be more valid, reliable, and generalizable. Moreover, insights from this research should provide e-vendors with opportunities to experience positive returns (e.g., trust) on their investments.