Abstract
The role of trust in influencing customer willingness to help fellow customers with online-only retailers’ self-services : a mediated model
Highlights
AND BACKGROUNDOnline retailing has stimulated numerous academic debates over the last 20 years
Upon initial inspection of the model, it was noted that the root mean square error of approximation (RMSEA) exceeded the cut-off value of 0.08 (Van de Schoot, Lugtig & Hox 2012)
Adequate model fit indices were obtained in the subsequent confirmatory factor analysis (Van de Schoot et al 2012; Wheaton, Muthén, Alwin & Summers 1977): ChiSquare/degrees of freedom (χ2 /df) = 2.811, comparative fit index (CFI) = 0.962, TuckerLewis index (TLI) = 0.954, RMSEA = 0.076
Summary
AND BACKGROUNDOnline retailing has stimulated numerous academic debates over the last 20 years. Several studies have been conducted to advance the understanding of consumer behaviour in an online retail context, including perceptions of service quality (Al-dweeri, Obeidat, Al-dwiry, Alshurideh & Alhorani 2017; Cai & Jun 2003; Lee & Lin 2005; Shi, Mu, Lin, Chen, Kou & Chen 2018), technology acceptance (Beckers, Cárdenas & Verhetsel 2018; Gefen, Karahanna & Straub 2003; Sohn 2017; Zhou, Dai & Zhang 2007), and online customer loyalty (Bilgihan 2016; Boateng 2019; Jiang, Jun & Yang 2016; Lin & Wang 2006; Zheng, Lee & Cheung 2017). Trust may lead to adoption, repurchase intentions and success (Sarkar et al 2020:286; Zheng et al 2017:713), and plays a key role in online retailing (Bilgihan 2016:105), as well as in motivating customers to adopt the online retailers’ selfservices and transact with them online
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