Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurch
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RESEARCH PAPER
Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention Urvashi Tandon 1 & Amit Mittal 1 & Sridhar Manohar 2 Received: 24 February 2020 / Accepted: 20 July 2020 # Institute of Applied Informatics at University of Leipzig 2020
Abstract The present study examines virtual try-on technology (VTO), return policies, pay-on-delivery (POD) mode of payment, vendorspecific guarantees, and free shipping policy of online retailers as antecedents of trust. The study also examines the role of perceived effectiveness of e-commerce institutional mechanisms (PEEIM) as a moderator between repurchase intention and trust. Data were collected through an online survey. The link to the questionnaire for the online survey was shared on different social media platforms and social networking sites. A total of 614 responses were considered for the study. Results revealed that return policies, POD mode of payment, free shipping policy, and VTO technology emerged significant predictors of trust. Surprisingly, vendor-specific guarantee had a negative relationship with trust. Trust, in turn, influenced repurchase intention. Considering the trust and survey responses, the results confirmed that PEEIM negatively moderates the relationship between trust and repurchase intention. This study contributes to the literature by empirically validating the impact of return policies, VTO technology, POD mode of payment, free shipping policies, and vendor-specific guarantees on trust. Most of these constructs have been analyzed as solitary constructs. In this study, the impact of these constructs is measured collectively, thereby indicating their importance as compared with other policies implemented by an online retailer. This is a first-of-its-kind study that validates the policies of online retailers in the Indian context. Keywords Online shopping . Virtual try-on technology (VTO) . Return policies . Pay-on-delivery (POD) mode of payment . Vendor-specific guarantees . Free shipping policy . India . PEEIM JEL classification M31
Introduction Acceptance, diffusion, and penetration of information and communication technology in both developed and developing countries have deeply transformed shopping patterns. This of Responsible Editor: Reima Suomi * Urvashi Tandon [email protected] Sridhar Manohar [email protected] 1
Chitkara Business School, Chitkara University, Chandigarh-Patiala National Highway (NH- 64), Rajpura, Punjab 140401, India
2
Amity School of Business, Amity University, AUUP, Sector: 125, Pin- 201 303, Noida, Uttar Pradesh, India
technology has facilitated the quick adoption of online shopping which in-turn has influenced the manner in which online retailers deliver their products (Shareef et al. 2019). Owing to the modifications in customers’ lifestyle, they use ecommerce and m-commerce to simplify their routine shopping activities (Shareef et al. 2019; Rana et al. 2017). However, despite this significant rise in online shopping, th
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