Relationship of trustworthiness and relational benefit in electronic catalog markets
- 529 Downloads
The purpose of this study is to propose and test an integrative model of relational benefit and trustworthiness development process by conceptualizing that trustworthiness in electronic catalog markets is influenced by relational commitment and relational satisfaction. To capture the full picture of trustworthiness in electronic markets, relational benefit is divided into three main categories: trust benefit, economic benefit and social benefit. From 1762 obtained data, hypotheses are tested using structural equation modeling. The results show that the three categories influence trustworthiness from different angles. Trust benefit affects the trustworthiness with both relational loyalty and relational satisfaction. Economic benefit can affect the trustworthiness directly and indirectly with relational satisfaction and relational commitment. Social benefit does not affect the trustworthiness directly, but through relational satisfaction and relational commitment ultimately. Generally, trust benefit affects the trustworthiness most in electronic markets, economic benefit in the next place and social benefit influences least.
KeywordsE-commerce Relational benefit Commitment Satisfaction
The research of this paper has been financially supported by Humanities and Social Science Fund of Education Department of China by Project No. 09YJC630051. We appreciate the suggestions and patience of the editor and reviewers on our paper, which make the manuscript more integrative and readable.
The research on which this paper reports has been financially supported by Natural Science Foundation of Zhejiang Province with Project Y6110648 and Center for Research of Network Economy & Network Culture of Zhejiang Province.
- Barnes, D., & Hampson, P. J. (1997). Chapter 26 Connectionist models of arbitrarily applicable relational responding: A possible role for the hippocampal system. In Donahoe, J. W. & Dorsel, V. P. (Eds.), Advances in Psychology, 121, North-Holland, 496–521.Google Scholar
- Liu, D. (2010). Study on improvement of dynamic reputation evaluation model in C2C market. Journal of Hangzhou Dianzi University, 5(2), 11–16.Google Scholar
- Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.Google Scholar
- Schubert, P. (2002). Extended web assessment method (EWAM) - evaluation of electronic commerce applications from the customer’s viewpoint. International Journal of Electronic Commerce, 7(2), 51–80.Google Scholar