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

Sandeep Krishnamurthy


Why is it that consumers are very confident with an e-tailer such as and lack the same confidence when it comes to a smaller e-tailer such as 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.

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