A Study of E-Trust in Online Auctions

Li‐Chang Hsu

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

This study attempts to examine the antecedents and outcomes of e-trust in online auctions. Antecedents, technical and social bonds, and outcomes of e-trust were chosen in order to apply the concepts of relationship marketing to electronic commerce and to further develop this conceptual model in the context of online auctions by incorporating these factors into one model. A case has been made that in this conceptual model the concepts of technical and social bonds serve to significantly contribute to word-of-mouse and e-loyalty (behavioral and attitudinal) through e-trust. This study has revealed that technical and social bonds, with the exception of one technical bond (e.g., learning capability), have a significant positive impact on e-trust. E-trust also has a significant positive influence on word-of-mouse and e-loyalty. The implications of this study are that managers need to consider that e-trust, which is an important variable in online transactions. Keywords:

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References

1990Qualitative evaluation and research methods 1994The Commitment-Trust Theory of Relationship Marketing 1958The Psychology of Interpersonal Relations.2003Trust and TAM in Online Shopping: An Integrated Model1 1974Book Reviews: Kerlinger, Fred N. Foundations of Behavioral Research. (2nd ed.) New York: Holt, Rinehart and Winston, 1973. 741 + xx pp. $13.95 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships

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