The relationships among consumers’ ethical ideology, risk aversion and ethically-based distrust of online retailers and the moderating role of consumers’ need for personal interaction
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Resumo
Consumer distrust is only recently beginning to be
perceived as an important e-commerce issue and, unlike
online trust, the nature and role of distrust is much less
established. This study examines the influence of two important
consumer characteristics (ethical ideology and risk aversion)
on consumer’s ethically-based distrust of online retailers.
Also, the moderating role of consumer’s need for personal
contact with sales staff is tested. Results from 409 online
consumers confirm that both relativist-based ethical ideology
and risk aversion are strongly and positively related to consumers’
distrust. Interestingly, our findings show that positive
effects of relativism and risk aversion on consumer’s distrust
are moderated by consumers’ need for personal interaction,
which is more pronounced for those consumers with a high
need for personal interaction with retail salespeople.
Palabras clave
Ethically-based distrust; Online retailing; Ethical ideology; Risk aversion; Need for personal interaction with sales staff; Moderating effectsLink para o recurso
https://link.springer.com/article/10.1007/s10676-014-9341-xCollections
- Año 2014 [107]
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