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Impact of Initial-Trust Image on Shopper Trust and Patronage Intentions

Author

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  • Kaul Subhashini
  • Sahay, Arvind
  • Koshy, Abraham

Abstract

The objective of this study is to examine the role of store image in influencing shopper trust and patronage intentions when 1) the store has never been visited and 2) the store has been visited. This study also identifies three stages through which ‘trust-image’ progresses and uses the first stage to construct and ‘initial-trust-image’ of the store. The experimental study findings provide empirical support that initial-trust-image of the store has significant impact on trust and patronage intentions for some shoppers. Retailers entering the Indian market are advised to be conscious of the symbolic cues that they embed in the store appearance, especially since the initial-trust-image needs to convey more than just competence and expertise. Significantly, the findings also indicate that asymmetric effects of trust operate at the stage of initial-trust – negative initial-image perception causes greater mistrust than positive initial-image causes trust.

Suggested Citation

  • Kaul Subhashini & Sahay, Arvind & Koshy, Abraham, 2007. "Impact of Initial-Trust Image on Shopper Trust and Patronage Intentions," IIMA Working Papers WP2007-09-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp02057
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    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/2007-09-01SKaul.pdf
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    Cited by:

    1. Andriani Kusumawati & Sari Listyorini & Suharyono & Edy Yulianto, 2020. "The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia," SAGE Open, , vol. 10(2), pages 21582440209, May.

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