Customer orientation pays off: How E-tailers build customer trust successfully

Xina Yuan,Xi Chen,Kyuonghee Chu,Zhaoyang Guo

doi:10.1109/icsssm.2011.5959399

Customer orientation pays off: How E-tailers build customer trust successfully

Xina Yuan, Xi Chen + Show 2 more

https://doi.org/10.1109/icsssm.2011.5959399

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Publication Date: Jun 1, 2011

Citations: 24

Affiliation: China University of Political Science and Law, Korea University, Xiamen University

#Perceived Customer Orientation #Customer Trust + Show 8 more

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Abstract

This study attempts to investigate how perceived information quality (PIQ) and perceived customer orientation (PCO) engage in affecting customer trust. These two constructs are expected to have direct and synergistic effects on customer trust during an online shopping. This article exploits the moderating role of PCO in the effect of PIQ on customer trust, in addition to the direct effects of PIQ and PCO. Results show the substantial direct effect of PIQ and PCO, and the interactive effect of PIQ and PCO. The moderating effect of PCO means that the strength of the relationship between PIQ and customer trust in E-tailers decreases as perceived PCO increases.

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