E-trust: the influence of perceived interactivity on e-retailing users

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Merrilees, B
Fry, ML
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Kenneth E. Deans
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2003
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Abstract

E-retailing has received considerable attention in recent years, especially with the help of consumer behaviour concepts and tools. This particular paper focuses on e-trust and its antecedents. Special attention is given to the proposition that the more a site is perceived to be interactive, then the greater the trust that users attach to that site. Previous research has demonstrated this relationship with respect to a particular site. The current paper re-examines this relationship with respect to another site. More importantly, the paper tests whether the nexus between interactivity and e-trust applies to both pure "click" and "brick and click" e-retailers.

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Marketing Intelligence & Planning
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Marketing
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