TY - JOUR
T1 - Critical Factors of Reacquainting Consumer Trust in E-Commerce
AU - Fan, Mingyue
AU - Ammah, Victoria
AU - Dakhan, Sarfraz Ahmed
AU - Liu, Ran
AU - Mingle, Moses Nii Akwei
AU - Pu, Zhengjia
N1 - Funding information: This research is supported by "Teaching Reform and Research Project of Jiangsu University (2017JGYB008)".
PY - 2021/3/30
Y1 - 2021/3/30
N2 - Knowing how to build and maintain consumer trust is crucial for e-commerce. Despite the number of empirical studies that have explored the factors that influence consumer trust, none of them considers the relative importance of different antecedents and how they interact to influence consumer trust. Therefore, based on the integrated Decision Making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modeling (ISM) approaches, we establish a hierarchical structural model, which not only demonstrates the intensity of the relationships but also identifies the interdependence among the drivers of consumer trust in E-commerce. The findings confirm that propensity to trust is the most important determinant of consumer trust. The brand-related factors and platform-related factors are prominent in the process of building trust as they influence consumer trust indirectly through propensity to trust. Geographic location, demographic variables, and high security are identified as the root causes that affect consumer trust through other trust antecedents. Furthermore, the findings of this study offer valuable insights into an important element of e-commerce and provide a useful platform for future research. More represented samples and factors are encouraged for further research to ensure research fairness and minimize consumer distrust and uncertainty.
AB - Knowing how to build and maintain consumer trust is crucial for e-commerce. Despite the number of empirical studies that have explored the factors that influence consumer trust, none of them considers the relative importance of different antecedents and how they interact to influence consumer trust. Therefore, based on the integrated Decision Making Trial and Evaluation Laboratory (DEMATEL) and Interpretive Structural Modeling (ISM) approaches, we establish a hierarchical structural model, which not only demonstrates the intensity of the relationships but also identifies the interdependence among the drivers of consumer trust in E-commerce. The findings confirm that propensity to trust is the most important determinant of consumer trust. The brand-related factors and platform-related factors are prominent in the process of building trust as they influence consumer trust indirectly through propensity to trust. Geographic location, demographic variables, and high security are identified as the root causes that affect consumer trust through other trust antecedents. Furthermore, the findings of this study offer valuable insights into an important element of e-commerce and provide a useful platform for future research. More represented samples and factors are encouraged for further research to ensure research fairness and minimize consumer distrust and uncertainty.
KW - Consumer Trust
KW - DEMATEL
KW - E-Commerce
KW - Ism
KW - Reacquaint
UR - http://www.scopus.com/inward/record.url?scp=85102248046&partnerID=8YFLogxK
U2 - 10.13106/jafeb.2021.vol8.no3.0561
DO - 10.13106/jafeb.2021.vol8.no3.0561
M3 - Article
AN - SCOPUS:85102248046
SN - 2288-4637
VL - 8
SP - 561
EP - 573
JO - Journal of Asian Finance, Economics and Business
JF - Journal of Asian Finance, Economics and Business
IS - 3
ER -