Determinants of online buyer trust. A comparison with the auction system
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Published
20-12-2010
Sonia San Martín Gutiérrez
Carmen Camarero Izquierdo
Abstract
Studies on electronic Internet commerce are an important part of the research in marketing, bur there are still few works that have dealt with auction systems. Because of the especial characteristics of online buying, one of the most important and the most difficult challenges in the context of an online purchase as opposed to offine purchases is how to generate consumer trust. Nevertheless, it is likely that the signals that generate trust will differ in online auctions from online purchasing through other websites. This work presents a model that attempts to capture the effects of web-site signals on consumer trust and draws comparisons between auction and the rest of online shopping contexts. The main results and implications are presented using information collected from a sample of online buyers.
How to Cite
San Martín Gutiérrez, S., & Camarero Izquierdo, C. (2010). Determinants of online buyer trust. A comparison with the auction system. Cuadernos De Gestión, 10(3), 43–61. https://doi.org/10.5295/cdg.100187ss
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Keywords
Electronic commerce, auction, trust, service quality, privacy and security policies, web site design
References
Bart, Y, Shankar, V, Sultan, F. y Urban, G.L. (2005): “Are the drivers and role of on-line trust the same for all web sites and consumers? A large – Scale Exploratory empirical study”, Journal of Marketing, Vol. 69, pp. 133-153.
Belanger, F., Hiller, J.S. y Smith W. J. (2002): “Trustworthiness in electronic commerce: the role of privacy, security, and site attributes”, The Journal of Strategic Information Systems, Vol. 11, pp. 245-270.
Black, g.s. (2005): “Predictors of consumer trust: likelihood to pay online”, Marketing Intelligence & Planning, Vol. 23, No. 7, pp. 648-658.
Bramall, C., Schoefer, K. y McKechnie, S. (2004): “The determinants and consequences of consumer trust in e-retailing: a conceptual framework”, Irish Marketing Review, Vol. 17, pp. 13-22.
Burgmann, I., Kitchen, P.J. y Williams, R. (2006): “Does culture matter on the web?”, Marketing Intelligence and Planning, Vol. 24, pp. 62-76.
Burke, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, pp. 411-432.
Chellapa, R.K. y Pavlou, P.A. (2002): “Perceived information security, financial liability and consumer trust in electronic commerce transactions”, Logistics Information Management, Vol. 15, No. 5/6, pp. 358-368.
Chen, L.-D., Gillenson, M. L. y Sherrell, D. L. (2002): “Enticing online consumers: An extended technology acceptance perspective”, Information and Management, Vol. 39, pp. 705-719.
Chin, W.W. (1998): “Issues and opinion on structural equation modelling”, Commentary in MIS Quarterly, Vol. 22, nº 1, pp. vii-xvi.
Chin, W.W. y Newsted, P.R. (1999): “Structural Equation Modeling Analysis with small samples using Partial Least Squares”. Capítulo 12, pp. 307-341. En Hoyle, R. (Ed): Statistical Strategies for small sample research, Sage Publications.
Constantinides, E. (2004): “Influencing the online consumer’s behavior: the Web experience”, Internet Research, Vol. 14, No. 2, pp. 111-126.
Dawson, L., Minocha, S. y Petre, M. (2003): “Exploring the total customer experience in e-commerce environments”, Proceedings of the IADIS International Conference e-Society, pp. 945-948.
Doney, P.M. y Cannon, J.P. (1997): “An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, Vol. 61 (Abril), pp. 35-51.
Ellemers, N., Kortekaas, P. y Ouwerkerk, J.W. (1999): “Self-categorization, commitment to the group, and group self-esteem as related but distinct aspects of social identity”, European Journal of Social Psychology, Vol. 29, No. 2/3, pp. 371-89.
Emons, W. (1988): “Warranties, moral hazard, and the lemons problem”. Journal of Economic Theory, Vol. 46, pp. 16-33.
Feinberg, R. y Kadam, R. (2002): “E-CRM web service attributes as determinants of customer satisfaction with retail web sites”, Intern(ational Journal of Service Industry Management, Vol. 13, pp. 432-451.
Finch, B.J. (2007): “Customer expectations in online auction environments: An exploratory study of customer feedback and risk”, Journal of Operations Management, Vol. 25, pp. 985-997.
Fiore, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. U.K.
Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J. y Tauber, E.R. (2003): “How do users evaluate the credibility of Web sites?: a study with over 2,500 participants”, actas de la Conference on Designing for user experiences, San Francisco (California), pp. 1-15.
Ganesan, S. (1994): “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Vol. 58, pp. 1-19.
Gefen, D. (2000): “E-commerce. the role of familiarity and trust”, The International Journal of Management Science, Vol. 28, pp. 725-737.
Gummerus, J., Liljander, V., Pura, M. y Van Riel, A. (2004): “Customer loyalty to content-based Web sites: the case of an online health-care service”, Journal of Services Marketing, Vol. 18, pp. 175-186.
Ha, H-Y. (2004): “Factors influencing consumer perceptions of brand trust online”, Journal of Product and Brand Management, Vol. 13, pp. 329-342.
Harris, L.C. y Goode, M.M.H. (2004): “The four levels of loyalty and the pivotal role of trust: a study of on-line service dynamics”, Journal of Retailing, Vol. 80, pp. 139-158.
Herzberg, F., M.B. y Snyderman, B.B. (1959): The motivation to work. John Wikley. New York.
Hoffman, D.L., Novak, T.P. y Peralta, M. (1999): “Building consumer trust on-line”, Communications of the ACM, Vol. 42, pp. 80-86.
Hoque, A.Y. y Lohse, G.L. (1999): “An information search cost perspective for designing interfaces for electronic commerce”, Journal of Marketing Research, Vol. 36, pp. 387-394.
Hou, T. (2007): “Late bidding and the auction price: evidence from eBay”, Journal of Product & Brand Management, Vol. 16, No. 6, pp. 422-428.
Jones, K. y Leonard, L. N. K. (2007): “Consumer-to-consumer electronic commerce: a distinct research stream”, Journal of Electronic Commerce in Organizations, Vol. 5, No. 4, pp. 39-54.
Kim, Y. (2005): “The effects of buyer and product traits with seller reputation on price premiums in e-auction”, Journal of Computer Information Systems, Vol. 46, No. 1, pp. 79-91.
Kumar, S. y Maher, M. (2008): “Are the temptations of online reverse auctions appropriate for your Business”, Supply Chain Management: an International Journal, Vol. 13, No. 4, pp. 304-316.
Kung, M., Monroe, K. B. y Cox, J. L. (2002): “Pricing on the Internet”, Journal of Product & Brand Management, Vol. 11, No. 5, pp. 274-287.
Kwon, O.B., Kim, O. y Lee, E. J. (2002): “Impact of website information design factor son consumer ratings of web-based auction sites”, Behavior and Information Technology, Vol. 21, No. 6, pp. 387-402.
Lee, B., Ang, L. y Dubelaarc, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology, Vol. 26, No. 5, pp. 607-623.
Liberos, E. (Coord.): El libro del comercio electrónico, por r. García del poyo, j. Gil, j.A. Merino e i. Somalo. Ed. Esic. Madrid.
Light, D. A. (2003): “Sure, you can trust us”, Sloan Management Review, Vol. 43, p.1.
Montoya-Weiss, M.M., Voss, G.B. y Grewal, D. (2003): “Determinants of online channel use and overall satisfaction with a relational, multichannel service provider”, Journal of the Academy of Marketing Science, Vol. 31, pp. 448-458.
Park, Y-H. y Bradlow, E. T. (2005): “An integrated model for bidding behavior in Internet Auctions: whether, who, when, and how much”, Journal of Marketing Research, Vol. 42, No. 4 (noviembre), pp. 470-486.
Park, J. y Stoel, L. (2005): “Effect of brand familiarity experience and information on online apparel purchase”, International Journal of Retail and Distribution Management, Vol. 33, pp. 148-160.
Peters, C. y Bodkin, C.D. (2007): “An exploratory investigation of problematic online auction behaviours. Experiences of eBay users”, Journal of Retailing and Consumer Services, Vol. 14, pp. 1-16
Plouffe, C. R. (2008): “Examining “peer-to-peer” (P2P) systems as consumer-to-consumer (C2C) exchange”, European Journal of Marketing, Vol. 42, No. 11/12, pp. 1179-1202.
Rafiq, M. y Fulford, H. (2005): “Loyalty transfer from offline to online stores in the UK grocery industry”, International Journal of Retail & Consumer Marketing, Vol. 33, No. 6, pp. 444-460.
Ranaweera, C., McDougall, G. y Bansal, H. (2005): “A model of on-line customer behavior during the initial transaction. moderating effects of customer characteristics”, Marketing Theory, Vol. 5, pp. 5-6.
Ribbink, D., Van Riel, A.C.R., Liljander, V. y Streukens, S. (2004): “Comfort your online customer: quality, trust, loyalty on the Internet”, Managing Service Quality, Vol. 14, pp. 446-456.
Rice, D. O. (2007): “Protecting online information sharing in peer-to-peer (P2P) networks. A proposal for a P2P network security pricing model”, Online Information Review, Vol. 31, No. 5, pp. 682-693.
Ringle, C. M., Wende, S., y Will, A. (2005): “SmartPLS 2.0 (M3) beta”, Hamburg: http://www.smartpls.de.
Roy, M., Dewit, O. y Aubert, B. (2001): “The impact of interface usability on trust in web. Retailer”,. Internet Research: Electronic Networking Applications and Policy, Vol. 11, pp. 388-398.
Salo, J. y Karjaluoto, H. (2007): “A conceptual model of trust in the online environment”, Online Information Review, Vol. 31, No. 5, pp. 604-621.
Shankar, V., Smith, A. y Rangaswamy, A. (2003): “Customer satisfaction and loyalty in online and off-line environments”, International Journal of Research in Marketing, Vol. 20, pp. 153-175.
Shehryar, O. (2008): “The effect of buyer’s gender, risk-proneness, and time remaining in an Internet auction on the decision to bid or buy-it-now”, Journal of Product & Brand Management, Vol. 17, No. 5, pp. 356-365.
Shen, C.C. y Chiou, J.S. (2009): “The effect of community identification on attitude and intention toward a blogging community”, Internet Research, Vol. 19, No. 4, pp. 393-407.
Singh, M. (2002): “E-services and their role in B2C e-commerce”, Managing Service Quality, Vol. 12, pp. 434-446.
Singh, J. y Sirdeshmukh, D. (2000): “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150-167.
Sinha, R., Hearst, M., Ivory, M., y Draisin, M. (2001): “Content or graphics? An empirical analysis of criteria for award-winning websites”, en actas del 7th Conference on Human Factors and the Web, Madison, WI, junio, extraído el 25 de septiembre de 2003 from [http://webtango.berkeley.edu/papers/hfw01/Sinha_hfw01.pdf.-
Sultan, F. y Mooraj, H.A. (2001): “Designing a trust-based E-business strategy”, Marketing Management, (November/December), pp. 40-45.
Szymanski, D. M., y Hise, R.T. (2000): “E-Satisfaction. An Initial Examination”, Journal of Retailing, Vol. 76, pp. 309-322.
Tan, S.J. (1999): “Strategies for reducing consumers’ risk aversion in Internet shopping”, Journal of Consumer Marketing, Vol. 16, pp. 163-180.
Teo, T.S.H. y Liu, J. (2007): “Consumer trust in e-commerce in the United States. Singapore and China”, Omega, Vol. 35, No. 1, pp. 22-38.Trocchia, P.J. y Janda, S. (2003): “How do consumers evaluate Internet retail service quality?”, Journal of Services Marketing, Vol. 17, pp. 243-253.
Tu, Y. (2008): “An application of web-based data mining: selling strategies for online auctions”, Online Information Review, Vol. 32, No. 2, pp. 147-162.
Vijayasarathy, L.R. y Jones, J.M. (2001): “Do Internet shopping aids make a difference? An empirical investigation”, Electronic Markets, Vol. 11, pp. 75-83.
Vrechopoulos, A.P., O’Keefe, R.M., Doukidis, G.I. y Siomkos, G.J. (2004): “Virtual store layout. an experimental comparison in the context of grocery retail”, Journal of Retailing, Vol. 80, pp. 13-22.
Wang, S., Beatty, S.E. y Foxx, W. (2004): “Signaling the trustworthiness of small online retailers”, Journal of Interactive Marketing, Vol. 18, No. 1, pp. 53-69.
Wang, Y., Wong, D.S., Lin, K-J. y Varadharajan, V. (2008): “Evaluating transaction trust and risk levels in peer-to-peer e-commerce environments”, Information Systems and E-business Management, Vol. 6, No. 1, pp. 25-48.
Weinberg, B.D. y Davis, L. (2005): “Exploring the WOW in online-auction feedbac”,. Journal of Business Research, Vol. 58, pp. 1609-1621.
Wood, S.L. (2000): “Remote purchase environments: the influence of return policy leniency on two-stage decision process”, Journal of Marketing Research, Vol. 38, pp. 157-169.
Yadav, M..S. y Varadarajan, R. (2005): “Understanding product migration to the electronic marketplace: a conceptual framework”, Journal of Retailing, Vol. 81, pp. 125-140.
Yen, C-H. y Lu, H-P (2008a): “Factors influencing online auction repurchase intention”, Internet Research, Vol. 18, No. 1, pp. 7-25.
Yen, C-H. y Lu, H-P (2008b): “Effects of e-service quality on loyalty intention: an empirical study in online auction”, Managing Service Quality, Vol. 18, No. 2, pp. 127-146.
Yip, G. y Dempster, A. (2005): “Using the Internet to enhance global strategy”, European Management Journal, Vol. 23, pp. 1-13.
Yoon, S.J. (2002): “The antecedents and consequences of trust in on-line purchase decisions”, Journal of Interactive Marketing, Vol. 12, pp. 47-63.
Yousafzai, S.Y., Pallister, J.G. y Foxall, G.R. (2005): “Strategies for building and communicating trust in electronic banking: a field experiment”, Psychology and Marketing, Vol. 22, pp. 181-201.
Belanger, F., Hiller, J.S. y Smith W. J. (2002): “Trustworthiness in electronic commerce: the role of privacy, security, and site attributes”, The Journal of Strategic Information Systems, Vol. 11, pp. 245-270.
Black, g.s. (2005): “Predictors of consumer trust: likelihood to pay online”, Marketing Intelligence & Planning, Vol. 23, No. 7, pp. 648-658.
Bramall, C., Schoefer, K. y McKechnie, S. (2004): “The determinants and consequences of consumer trust in e-retailing: a conceptual framework”, Irish Marketing Review, Vol. 17, pp. 13-22.
Burgmann, I., Kitchen, P.J. y Williams, R. (2006): “Does culture matter on the web?”, Marketing Intelligence and Planning, Vol. 24, pp. 62-76.
Burke, R.R. (2002): “Technology and the customer interface: what consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30, pp. 411-432.
Chellapa, R.K. y Pavlou, P.A. (2002): “Perceived information security, financial liability and consumer trust in electronic commerce transactions”, Logistics Information Management, Vol. 15, No. 5/6, pp. 358-368.
Chen, L.-D., Gillenson, M. L. y Sherrell, D. L. (2002): “Enticing online consumers: An extended technology acceptance perspective”, Information and Management, Vol. 39, pp. 705-719.
Chin, W.W. (1998): “Issues and opinion on structural equation modelling”, Commentary in MIS Quarterly, Vol. 22, nº 1, pp. vii-xvi.
Chin, W.W. y Newsted, P.R. (1999): “Structural Equation Modeling Analysis with small samples using Partial Least Squares”. Capítulo 12, pp. 307-341. En Hoyle, R. (Ed): Statistical Strategies for small sample research, Sage Publications.
Constantinides, E. (2004): “Influencing the online consumer’s behavior: the Web experience”, Internet Research, Vol. 14, No. 2, pp. 111-126.
Dawson, L., Minocha, S. y Petre, M. (2003): “Exploring the total customer experience in e-commerce environments”, Proceedings of the IADIS International Conference e-Society, pp. 945-948.
Doney, P.M. y Cannon, J.P. (1997): “An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, Vol. 61 (Abril), pp. 35-51.
Ellemers, N., Kortekaas, P. y Ouwerkerk, J.W. (1999): “Self-categorization, commitment to the group, and group self-esteem as related but distinct aspects of social identity”, European Journal of Social Psychology, Vol. 29, No. 2/3, pp. 371-89.
Emons, W. (1988): “Warranties, moral hazard, and the lemons problem”. Journal of Economic Theory, Vol. 46, pp. 16-33.
Feinberg, R. y Kadam, R. (2002): “E-CRM web service attributes as determinants of customer satisfaction with retail web sites”, Intern(ational Journal of Service Industry Management, Vol. 13, pp. 432-451.
Finch, B.J. (2007): “Customer expectations in online auction environments: An exploratory study of customer feedback and risk”, Journal of Operations Management, Vol. 25, pp. 985-997.
Fiore, S.G. (2002): Designing on-line experience through consideration of the salient sensory attributes of products. Tesis doctoral. UMIST. U.K.
Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J. y Tauber, E.R. (2003): “How do users evaluate the credibility of Web sites?: a study with over 2,500 participants”, actas de la Conference on Designing for user experiences, San Francisco (California), pp. 1-15.
Ganesan, S. (1994): “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Vol. 58, pp. 1-19.
Gefen, D. (2000): “E-commerce. the role of familiarity and trust”, The International Journal of Management Science, Vol. 28, pp. 725-737.
Gummerus, J., Liljander, V., Pura, M. y Van Riel, A. (2004): “Customer loyalty to content-based Web sites: the case of an online health-care service”, Journal of Services Marketing, Vol. 18, pp. 175-186.
Ha, H-Y. (2004): “Factors influencing consumer perceptions of brand trust online”, Journal of Product and Brand Management, Vol. 13, pp. 329-342.
Harris, L.C. y Goode, M.M.H. (2004): “The four levels of loyalty and the pivotal role of trust: a study of on-line service dynamics”, Journal of Retailing, Vol. 80, pp. 139-158.
Herzberg, F., M.B. y Snyderman, B.B. (1959): The motivation to work. John Wikley. New York.
Hoffman, D.L., Novak, T.P. y Peralta, M. (1999): “Building consumer trust on-line”, Communications of the ACM, Vol. 42, pp. 80-86.
Hoque, A.Y. y Lohse, G.L. (1999): “An information search cost perspective for designing interfaces for electronic commerce”, Journal of Marketing Research, Vol. 36, pp. 387-394.
Hou, T. (2007): “Late bidding and the auction price: evidence from eBay”, Journal of Product & Brand Management, Vol. 16, No. 6, pp. 422-428.
Jones, K. y Leonard, L. N. K. (2007): “Consumer-to-consumer electronic commerce: a distinct research stream”, Journal of Electronic Commerce in Organizations, Vol. 5, No. 4, pp. 39-54.
Kim, Y. (2005): “The effects of buyer and product traits with seller reputation on price premiums in e-auction”, Journal of Computer Information Systems, Vol. 46, No. 1, pp. 79-91.
Kumar, S. y Maher, M. (2008): “Are the temptations of online reverse auctions appropriate for your Business”, Supply Chain Management: an International Journal, Vol. 13, No. 4, pp. 304-316.
Kung, M., Monroe, K. B. y Cox, J. L. (2002): “Pricing on the Internet”, Journal of Product & Brand Management, Vol. 11, No. 5, pp. 274-287.
Kwon, O.B., Kim, O. y Lee, E. J. (2002): “Impact of website information design factor son consumer ratings of web-based auction sites”, Behavior and Information Technology, Vol. 21, No. 6, pp. 387-402.
Lee, B., Ang, L. y Dubelaarc, C. (2005): “Lemons on the Web: A signalling approach to the problem of trust in Internet commerce”, Journal of Economic Psychology, Vol. 26, No. 5, pp. 607-623.
Liberos, E. (Coord.): El libro del comercio electrónico, por r. García del poyo, j. Gil, j.A. Merino e i. Somalo. Ed. Esic. Madrid.
Light, D. A. (2003): “Sure, you can trust us”, Sloan Management Review, Vol. 43, p.1.
Montoya-Weiss, M.M., Voss, G.B. y Grewal, D. (2003): “Determinants of online channel use and overall satisfaction with a relational, multichannel service provider”, Journal of the Academy of Marketing Science, Vol. 31, pp. 448-458.
Park, Y-H. y Bradlow, E. T. (2005): “An integrated model for bidding behavior in Internet Auctions: whether, who, when, and how much”, Journal of Marketing Research, Vol. 42, No. 4 (noviembre), pp. 470-486.
Park, J. y Stoel, L. (2005): “Effect of brand familiarity experience and information on online apparel purchase”, International Journal of Retail and Distribution Management, Vol. 33, pp. 148-160.
Peters, C. y Bodkin, C.D. (2007): “An exploratory investigation of problematic online auction behaviours. Experiences of eBay users”, Journal of Retailing and Consumer Services, Vol. 14, pp. 1-16
Plouffe, C. R. (2008): “Examining “peer-to-peer” (P2P) systems as consumer-to-consumer (C2C) exchange”, European Journal of Marketing, Vol. 42, No. 11/12, pp. 1179-1202.
Rafiq, M. y Fulford, H. (2005): “Loyalty transfer from offline to online stores in the UK grocery industry”, International Journal of Retail & Consumer Marketing, Vol. 33, No. 6, pp. 444-460.
Ranaweera, C., McDougall, G. y Bansal, H. (2005): “A model of on-line customer behavior during the initial transaction. moderating effects of customer characteristics”, Marketing Theory, Vol. 5, pp. 5-6.
Ribbink, D., Van Riel, A.C.R., Liljander, V. y Streukens, S. (2004): “Comfort your online customer: quality, trust, loyalty on the Internet”, Managing Service Quality, Vol. 14, pp. 446-456.
Rice, D. O. (2007): “Protecting online information sharing in peer-to-peer (P2P) networks. A proposal for a P2P network security pricing model”, Online Information Review, Vol. 31, No. 5, pp. 682-693.
Ringle, C. M., Wende, S., y Will, A. (2005): “SmartPLS 2.0 (M3) beta”, Hamburg: http://www.smartpls.de.
Roy, M., Dewit, O. y Aubert, B. (2001): “The impact of interface usability on trust in web. Retailer”,. Internet Research: Electronic Networking Applications and Policy, Vol. 11, pp. 388-398.
Salo, J. y Karjaluoto, H. (2007): “A conceptual model of trust in the online environment”, Online Information Review, Vol. 31, No. 5, pp. 604-621.
Shankar, V., Smith, A. y Rangaswamy, A. (2003): “Customer satisfaction and loyalty in online and off-line environments”, International Journal of Research in Marketing, Vol. 20, pp. 153-175.
Shehryar, O. (2008): “The effect of buyer’s gender, risk-proneness, and time remaining in an Internet auction on the decision to bid or buy-it-now”, Journal of Product & Brand Management, Vol. 17, No. 5, pp. 356-365.
Shen, C.C. y Chiou, J.S. (2009): “The effect of community identification on attitude and intention toward a blogging community”, Internet Research, Vol. 19, No. 4, pp. 393-407.
Singh, M. (2002): “E-services and their role in B2C e-commerce”, Managing Service Quality, Vol. 12, pp. 434-446.
Singh, J. y Sirdeshmukh, D. (2000): “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150-167.
Sinha, R., Hearst, M., Ivory, M., y Draisin, M. (2001): “Content or graphics? An empirical analysis of criteria for award-winning websites”, en actas del 7th Conference on Human Factors and the Web, Madison, WI, junio, extraído el 25 de septiembre de 2003 from [http://webtango.berkeley.edu/papers/hfw01/Sinha_hfw01.pdf.-
Sultan, F. y Mooraj, H.A. (2001): “Designing a trust-based E-business strategy”, Marketing Management, (November/December), pp. 40-45.
Szymanski, D. M., y Hise, R.T. (2000): “E-Satisfaction. An Initial Examination”, Journal of Retailing, Vol. 76, pp. 309-322.
Tan, S.J. (1999): “Strategies for reducing consumers’ risk aversion in Internet shopping”, Journal of Consumer Marketing, Vol. 16, pp. 163-180.
Teo, T.S.H. y Liu, J. (2007): “Consumer trust in e-commerce in the United States. Singapore and China”, Omega, Vol. 35, No. 1, pp. 22-38.Trocchia, P.J. y Janda, S. (2003): “How do consumers evaluate Internet retail service quality?”, Journal of Services Marketing, Vol. 17, pp. 243-253.
Tu, Y. (2008): “An application of web-based data mining: selling strategies for online auctions”, Online Information Review, Vol. 32, No. 2, pp. 147-162.
Vijayasarathy, L.R. y Jones, J.M. (2001): “Do Internet shopping aids make a difference? An empirical investigation”, Electronic Markets, Vol. 11, pp. 75-83.
Vrechopoulos, A.P., O’Keefe, R.M., Doukidis, G.I. y Siomkos, G.J. (2004): “Virtual store layout. an experimental comparison in the context of grocery retail”, Journal of Retailing, Vol. 80, pp. 13-22.
Wang, S., Beatty, S.E. y Foxx, W. (2004): “Signaling the trustworthiness of small online retailers”, Journal of Interactive Marketing, Vol. 18, No. 1, pp. 53-69.
Wang, Y., Wong, D.S., Lin, K-J. y Varadharajan, V. (2008): “Evaluating transaction trust and risk levels in peer-to-peer e-commerce environments”, Information Systems and E-business Management, Vol. 6, No. 1, pp. 25-48.
Weinberg, B.D. y Davis, L. (2005): “Exploring the WOW in online-auction feedbac”,. Journal of Business Research, Vol. 58, pp. 1609-1621.
Wood, S.L. (2000): “Remote purchase environments: the influence of return policy leniency on two-stage decision process”, Journal of Marketing Research, Vol. 38, pp. 157-169.
Yadav, M..S. y Varadarajan, R. (2005): “Understanding product migration to the electronic marketplace: a conceptual framework”, Journal of Retailing, Vol. 81, pp. 125-140.
Yen, C-H. y Lu, H-P (2008a): “Factors influencing online auction repurchase intention”, Internet Research, Vol. 18, No. 1, pp. 7-25.
Yen, C-H. y Lu, H-P (2008b): “Effects of e-service quality on loyalty intention: an empirical study in online auction”, Managing Service Quality, Vol. 18, No. 2, pp. 127-146.
Yip, G. y Dempster, A. (2005): “Using the Internet to enhance global strategy”, European Management Journal, Vol. 23, pp. 1-13.
Yoon, S.J. (2002): “The antecedents and consequences of trust in on-line purchase decisions”, Journal of Interactive Marketing, Vol. 12, pp. 47-63.
Yousafzai, S.Y., Pallister, J.G. y Foxall, G.R. (2005): “Strategies for building and communicating trust in electronic banking: a field experiment”, Psychology and Marketing, Vol. 22, pp. 181-201.
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