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Title: Role of Trust Transfer in E-Commerce Acceptance
Authors: Yang, Q.
Huang, L.
Xu, Y. 
Keywords: click-and-mortar
e-commerce acceptance
initial online trust
trust transfer
Issue Date: 2008
Citation: Yang, Q.,Huang, L.,Xu, Y. (2008). Role of Trust Transfer in E-Commerce Acceptance. Tsinghua Science and Technology 13 (3) : 279-286. ScholarBank@NUS Repository.
Abstract: Lack of trust is one of the most important obstructions to consumers' acceptance of e-commerce. With the increase of companies going online from offline, trust transfer has been found between offline presence and online presence. By applying the entitativity theories, this study empirically tested the trust transference from offline presence to online presence and addressed the underlying reasons through a questionnaire investigation on the customers of Lianhua supermarkets and Lianhua OK online supermarkets. Process integration was used as a useful means to promote this transfer process. For a click-and-mortar company such as Lianhua Group, its established offline trust is one of the major sources contributing to its initial online trust building. The results from this study suggest a new way to enhance e-commerce acceptance. © 2008 Tsinghua University Press.
Source Title: Tsinghua Science and Technology
ISSN: 10070214
DOI: 10.1016/S1007-0214(08)70045-2
Appears in Collections:Staff Publications

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