IIM Lucknow

Antecedents and Consequences of Trust in online shopping

This study titled �Antecedents and Consequences of Trust in Online Shopping: The moderating effect of Culture, personal characteristics and Product Type� reviews past literature and proposes a model to compare the antecedents and consequences of trust in online transactions. Trust has been proposed to be a mediator between purchase intention and the antecedents of purchase intention. A number of comprehensive models have been developed to get insights into the antecedents and consequences of online trust and how the relationship between trust and these antecedents and also that between trust and its consequences vary a) for different product categories b) for customers having various demographic and psychographic orientations and c) for customers with different cultural values. The conceptual model with culture as moderator is based on Hofstede�s national culture dimensions�individualism/collectivism, power distance, uncertainty avoidance and masculinity/femininity � that moderates the relationship between the antecedents of trust and trust; and also the relation between trust and its consequences i.e. perceived risk and purchase intention. This study shall offer insights into the relative importance of key variables contributing to trust and purchase intention for customers having different cultural values. Further it would also point out the relative importance of these antecedent variables when the customers are purchasing different product categories. The study shall also point out the relative importance of these variables for different psychographic and demographic characteristics of the customers. So online companies selling different product types, having business involving customers of different personal values (like demographic and psychographic values) and cultural values, shall be benefited from this study as it shall show the relative importance of the factors that generate trust and purchase intention for customers of different product types, customers having different personal values (like demographic and psychographic values) and cultural values and for different product types.