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 contributionpeer-review

4 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
Event43rd Annual 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

Conference43rd Annual 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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