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Lessons from Online Consumer Behavior.pdf

Lessons from Online Consumer Behavior false
By:Christopher Z. D. Hanzeli
Published on 2014 by


Evidence suggests that trust is a critical component of online consumer behavior, and as such, has serious implications for organizations wishing to engage their online constituents. Experts from various disciplines argue trust is a complex, multidimensional phenomena comprised of the core constructs of competence, integrity, and benevolence; and can be actualized through the various dimensions of dispositional trust (consumer), institutional trust (internet), and interpersonal trust (vendor). The experts also suggest online trust plays a powerful role in decision making, and that trust and purchase intention are positively related. Furthermore, they argue there are concrete strategies organizations can use to strengthen online trust with constituents. Lastly, an online trust strategy tool is proposed for organizations to evaluate their online trust current-state, and identify specific strategies available to help achieve a desired online trust future-state.

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