IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr333.html
   My bibliography  Save this paper

The Influence of Perceived Relative Advantage on Customers' Initial Trust Towards Unfamiliar Online Store Retailer

Author

Listed:
  • Chiet-Bing Wong

    ("Faculty of Accountancy, Finance & Business, Tunku Abdul Rahman University of Management and Technology, Malaysia." Author-2-Name: Tan Sharon @ Rebecca Author-2-Workplace-Name: "Faculty of Accountancy, Finance & Business, Tunku Abdul Rahman University of Management and Technology, Malaysia." Author-3-Name: Karen Esther Tan Author-3-Workplace-Name: "Faculty of Accountancy, Finance & Business, Tunku Abdul Rahman University of Management and Technology, Malaysia." Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - Creating an independent online store presents businesses with an opportunity to cultivate their brand and devoted customer base. To achieve long-term success, it is crucial to build a new customer base and establish initial trust. Prior research has explored various aspects of initial trust and identified factors crucial for businesses in devising strategies to attract customers. However, while some studies have investigated the impact of perceived relative advantage on initial trust, the findings remain inconclusive, leaving unexplored facets. This study aimed to scrutinize how perceived relative advantage influences customers' initial beliefs and intentions to trust an unfamiliar online store retailer. Methodology/Technique - Data gathered from a survey underwent statistical analysis using Structural Equation Modeling (SEM). Findings - The results revealed that perceived relative advantage significantly and positively impacted both initial trusting beliefs and intention. This research contributes to comprehending the relationship between initial trust and perceived relative advantage, especially in an underexamined context in Malaysia. Novelty - The study developed and validated a research model that extends the Theory of Reasoned Action (TRA) by incorporating perceived relative advantage as a key antecedent to initial trust. In practical terms, it provides valuable guidance for new online store retailers in formulating strategies to establish trust with their initial consumers, and brand-new online store retailers in conceiving strategies for establishing initial consumer trust. Type of Paper - Empirical"

Suggested Citation

  • Chiet-Bing Wong, 2024. "The Influence of Perceived Relative Advantage on Customers' Initial Trust Towards Unfamiliar Online Store Retailer," GATR Journals jmmr333, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr333
    DOI: https://doi.org/10.35609/jmmr.2024.9.2(2)
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol9(2)2024/2.Chiet-Bing%20Wong.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/jmmr.2024.9.2(2)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Paul Benjamin Lowry & Anthony Vance & Greg Moody & Bryan Beckman & Aaron Read, 2008. "Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites," Post-Print halshs-00684347, HAL.
    2. Kim, Kyongseok & Kim, Jooyoung, 2011. "Third-party Privacy Certification as an Online Advertising Strategy: An Investigation of the Factors Affecting the Relationship between Third-party Certification and Initial Trust," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 145-158.
    3. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    4. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    5. repec:dau:papers:123456789/12465 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    2. Sara Moussawi & Marios Koufaris & Raquel Benbunan-Fich, 2021. "How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 343-364, June.
    3. Ming Yang & Jinglu Jiang & Melody Kiang & Fangyun Yuan, 2022. "Re-Examining the Impact of Multidimensional Trust on Patients’ Online Medical Consultation Service Continuance Decision," Information Systems Frontiers, Springer, vol. 24(3), pages 983-1007, June.
    4. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    5. Sharma, Kavita & Licsandru, Tana Cristina & Gupta, Suraksha & Aggarwal, Swati & Kanungo, Rama, 2020. "An investigation into corporate trust and its linkages," Journal of Business Research, Elsevier, vol. 117(C), pages 806-824.
    6. Xiaohui Liu & Na Jiang & Mengyao Fu & Zhao Cai & Eric T. K. Lim & Chee-Wee Tan, 2023. "What Piques Users’ Curiosity on Open Innovation Platforms? An Analysis Based on Mobile App Stores," Information Systems Frontiers, Springer, vol. 25(4), pages 1639-1660, August.
    7. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    8. Thomas Friedrich & Sebastian Schlauderer & Sven Overhage, 2021. "Some things are just better rich: how social commerce feature richness affects consumers’ buying intention via social factors," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 159-180, March.
    9. Plavini Punyatoya, 2014. "Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention," Global Business Review, International Management Institute, vol. 15(2), pages 279-289, June.
    10. Heidari , Hamed & Moosakhani , Morteza & Alborzi , Mahmood & Divandari , Ali & Radfar , Reza, 2018. "Evaluating the Factors Affecting Behavioral Intention in Using Blockchain Technology Capabilities as a Financial Instrument," Journal of Money and Economy, Monetary and Banking Research Institute, Central Bank of the Islamic Republic of Iran, vol. 13(2), pages 195-219, April.
    11. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    12. Oliveira, Tiago & Faria, Miguel & Thomas, Manoj Abraham & Popovič, Aleš, 2014. "Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM," International Journal of Information Management, Elsevier, vol. 34(5), pages 689-703.
    13. Naif Almakayeel, 2023. "Relationship Modeling of Travel Website Quality toward Customer Satisfaction Influencing Purchase Intention," Sustainability, MDPI, vol. 15(10), pages 1-15, May.
    14. Joseph A. Cazier & Benjamin B. M. Shao & Robert D. St. Louis, 2007. "Sharing information and building trust through value congruence," Information Systems Frontiers, Springer, vol. 9(5), pages 515-529, November.
    15. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    16. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    17. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    18. Hwang, ShinYoung & Kim Seongcheol, 2017. "What triggers the use of mIM service provider’s sequel O2O service extensions?," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168494, International Telecommunications Society (ITS).
    19. Claudio Vitari & Elisabetta Raguseo, 2016. "Big data value and financial performance: an empirical investigation [Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data]," Post-Print halshs-01923271, HAL.
    20. Wu Li & Pengya Ai & Annette Ding, 2023. "More Than Just Numbers: How Engagement Metrics Influence User Intention to Pay for Online Knowledge Products," SAGE Open, , vol. 13(1), pages 21582440221, January.

    More about this item

    Keywords

    Trust; Initial Trust; Perceived Relative Advantage; Trusting Beliefs; Trusting Intention; E-Commerce;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr333. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.