An empirical study of the causal antecedents of customer confidence in e-tailers
AbstractWhy is it that consumers are very confident with an e-tailer such as Amazon.com and lack the same confidence when it comes to a smaller e-tailer such as supremevideo.com? In this paper, we attempt to answer this important question by examining the antecedents to customer confidence in e-tailers, using secondary data. Our findings indicate that the ease of use of a site, the level of online shopping resources, and the presence of a trusted third party seal all positively impact the level of customer confidence. Interestingly, online relationship services did not have an impact on consumer confidence. Larger firms may have a small edge. We also find that there are no large differences in the results across different product categories.
How to Cite
Krishnamurthy, S. (2001). An empirical study of the causal antecedents of customer confidence in e-tailers. First Monday, 6(1). https://doi.org/10.5210/fm.v6i1.825
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