Exploring the moderating effect of information inconsistency in a trust-based online shopping model

Kem Z.K. Zhang, Matthew K.O. Lee, Christy M K CHEUNG, Aaron X.L. Shen, Xiao Ling Jin, Huaping Chen

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

    5 Citations (Scopus)

    Abstract

    Online shopping is associated with various uncertain issues. In this sense, researchers have found that trust plays an important role in affecting consumers' purchase behavior. As advances of Internet technology, many consumers tend to read online messages about others' shopping experiences before making purchasing decisions. Thus, informational social influence affects in the decision-making process as well. However, few studies have provided in-depth examination of both impacts from trust and informational social influence in online context. In this study, we explore the moderating effect of informational social influence in a trust-based online shopping model. We conduct a laboratory experiment to verify this model, and find that emotional trust mediates relationships between three trusting beliefs (competence, benevolence, and integrity) and purchase intention. Further, information inconsistency, a particular form of informational social influence, is found to strengthen the relationship between emotional trust and purchase intention. Implications for research and practice are discussed.

    Original languageEnglish
    Title of host publicationProceedings of the 43rd Annual Hawaii International Conference on System Sciences, HICSS-43
    DOIs
    Publication statusPublished - 2010
    Event2010 43rd Hawaii International Conference on System Sciences (HICSS-43) - Koloa, Kauai, HI, United States
    Duration: 5 Jan 20108 Jan 2010

    Publication series

    NameProceedings of the Annual Hawaii International Conference on System Sciences
    ISSN (Print)1530-1605

    Conference

    Conference2010 43rd Hawaii International Conference on System Sciences (HICSS-43)
    Country/TerritoryUnited States
    CityKoloa, Kauai, HI
    Period5/01/108/01/10

    Scopus Subject Areas

    • Engineering(all)

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