An empirical study of the causal antecedents of customer confidence in e-tailers

  • Sandeep Krishnamurthy

Abstract

Why 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.
Published
2001-01-08
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