The role of e-sellers' overall reputation on trust formation, purchase intention and purchase satisfaction: a developing country perspective

Abstract

The purpose of this study is to investigate, evaluate and formulate the relationship among the different components of corporate reputation and trust formation, purchase intention and purchase satisfaction in E-Commerce (EC) for the consumers of developing countries. This study first aimed to segregate the collective perception of reputation into different components. Then, the study explored the plausible effect of these different components of overall corporate reputation on trust formation, purchase intention and purchase satisfaction in EC. The research findings suggest that self-reputation and country reputation have an effect on the consumer's trust formation and purchase intention in EC. However, the third-party quality certification, referred to in this study as rented reputation, has no effect on both trust formation and purchase intention. At the same time, purchase satisfaction is not affected by any component of the overall reputation in EC for the customers of developing countries.