E‐trust: the influence of perceived interactivity on e‐retailing users
Abstract
E‐retailing has received considerable attention in recent years, especially with the help of consumer behaviour concepts and tools. This particular paper focuses on e‐trust and its antecedents. Special attention is given to the proposition that the more a site is perceived to be interactive, then the greater the trust that users attach to that site. Previous research has demonstrated this relationship with respect to a particular site. The current paper re‐examines this relationship with respect to another site. More importantly, the paper tests whether the nexus between interactivity and e‐trust applies to both pure “click” and “brick and click” e‐retailers.
Keywords
Citation
Merrilees, B. and Fry, M. (2003), "E‐trust: the influence of perceived interactivity on e‐retailing users", Marketing Intelligence & Planning, Vol. 21 No. 2, pp. 123-128. https://doi.org/10.1108/02634500310465461
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited