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  4. Perception is Reality : The Impact of Buyer and Seller Attributes on Online Trust
 
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Perception is Reality : The Impact of Buyer and Seller Attributes on Online Trust

ISBN
978-3-8349-4452-8
Type
book section
Date Issued
2013
Author(s)
Lutz, Christoph  
Hoffmann, Christian Pieter  
von Kaenel, Andrea  
Editor(s)
Vollmar, Jens
Becker, Roman
Hoffend, Isabella
DOI
10.1007/978-3-8349-4453-5_9
Abstract
With the growth of e-business and large numbers of people engaging in online shopping, trust has been identified as a crucial topic in information systems and marketing research. Because online transactions are mostly anonymous and always computer-mediated, mutual trust is needed for their execution. A range of factors have been shown to inluence trust formation in online transactions, both attributes of the buyer as well as the seller. This study analyses and diferentiates between the impact of both perceived seller attributes (brand strength, perception of reciprocity, customer control and third party endorsements) and buyer attributes (age, gender, and web experience) on online trust based on a representative survey of the German online population. Our analysis reveals that seller attributes, as perceived by the buyer, have a stronger impact on online trust than buyer characteristics.
Language
English
Keywords
Online Trust
Trust
E-Business
Marketing
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
No
Book title
Macht des Vertrauens : Perspektiven Und Aktuelle Herausforderungen Im Unternehmerischen Kontext
Publisher
Gabler
Publisher place
Wiesbaden
Start page
185
End page
209
Pages
25
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/90248
Subject(s)

business studies

Division(s)

MCM -Institute for Me...

Eprints ID
216923

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