- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Article Contents
- 2026 (Vol.24)
- 2025 (Vol.23)
- 2024 (Vol.22)
- 2023 (Vol.21)
- 2022 (Vol.20)
- 2021 (Vol.19)
- 2020 (Vol.18)
- 2019 (Vol.17)
- 2018 (Vol.16)
- 2017 (Vol.15)
- 2016 (Vol.14)
- 2015 (Vol.13)
- 2014 (Vol.12)
- 2013 (Vol.11)
- 2012 (Vol.10)
- 2011 (Vol.9)
- 2010 (Vol.8)
- 2009 (Vol.7)
- 2008 (Vol.6)
- 2007 (Vol.5)
- 2006 (Vol.4)
- 2005 (Vol.3)
- 2004 (Vol.2)
- 1999 (Vol.1)
Communicating While Distributing: Little Things That Matter to Consumers' Trust and Confidence in E-Commerce
GUNADI Willy (Bina Nusantara University)
Abstract
Purpose: As a modern distribution channel, the growth of e-commerce has brought more competitive pressures on e-marketplace, making trust and loyalty become top priority. As one of many sources of trust and loyalty issues, understanding the effect of careless marketing communications on consumers’ perception is critical. This study examines the effect of careless marketing communications (e.g. misspellings, incomplete information) in website on consumers’ trust toward and confidence in purchasing a product from an e-commerce. Research design and methodology: An experimental research design (with two experimental studies) was used in to test the hypotheses. Study 1 employs a single-factor design and study 2 employs a 2x2, full-factorial, between-subjects design. Results: Results of the two experimental studies (Study 1, n = 60; Study 2, n = 140) demonstrate that simple mistakes significantly decrease consumers’ trust toward an e-commerce and their confidence to purchase from the e-commerce. The effect is found to be significant in the case of high-involvement products; whereas no effect is found in low-involvement products. Conclusions: E-commerce relies heavily on carefully crafted marketing communications to establish consumers’ trust and confidence. These studies confirm the equal importance of distribution and communication in maintaining consumers’ trust and sustainability of the business.
- keywords
- E-Commerce, E-Distribution Strategy, Careless Marketing Communication, Perceived Trustworthiness, Consumer Confidence, Product Involvement, Online Shopping Behavior.
Reference
Andrews, D. (2016). Product information and consumer choice confidence in multi-item sales promotions. Journal of Retailing and Consumer Services, 28, 45-53.
Bian, X. & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits: direct and indirect effects. European Journal of Marketing, 45(1/2), 191-216.
Brewer, W. F., Sampaio, C., & Barlow, M. R. (2005). Confidence and accuracy in the recall of deceptive and non-deceptive sentences. Journal of Memory and Language, 52, 618-627.
Browne, B.A. & Kaldenberg, D.O. (1997). Conceptualizing selfmonitoring: links to materialism and product involvement. Journal of Consumer Marketing, 14(1), 31-44.
Buttner, O.B. & Goritz, A.S. (2008). Perceived trustworthiness of online shops. Journal of Consumer Behavior, 7 (Jan-Feb), 35- 50.
Dominitz, J. & Manski, C. F. (2004). How should we measure consumer confidence? The Journal of Economics Perspectives, 18 (2), 51-66.
Everard, A., & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 56-95.
Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459-476.
Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: understanding the consumer's path to satisfaction. Journal of Interactive Marketing, 47(1), 1-15.
Gillison, S., & Reynolds, K. (2018). Search effort and retail outcomes: the mediating role of search disconfirmation. Journal of Consumer Marketing, 35(7), 698-708.
Howard, J. (1989). Consumer Behavior in Marketing Strategy. Prentice Hall, Englewood Cliffs, NJ.
Kelton, K., Fleischmann, K.R., & Wallace, W.A. (2008). Trust in digital information. Journal of ASIST, 59(3), 363-374.
Khoa, B.T., & Khanh, T. (2019). Studying factors affecting online trust of the Vietnamese customers: Social commerce case. Vietnam Trade and Industry Review, 5(4), 298-204.
Koehn, D. (2003). The nature of and conditions for online trust. Journal of Business Ethics, 43(1‑2), 3–19.
Koufaris, M. & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41(3), 377-397.
Maier, S.R. (2002). Getting it right? Not in 59 percent of stories. Newspaper Research Journal, 23 (Winter), 10-24.
Maier, S.R. (2005). Accuracy matters: A cross-market assessment of newspaper error and credibility. Journalism and Mass Communication Quarterly, 82(3), 533-551.
Markowitz, D. M., Kouchaki, M., Gino, F., Hancock, J. T., & Boyd, R. L. (2023). Authentic first impressions relate to interpersonal, social, and entrepreneurial success. Social Psychological and Personality Science, 14(2), 107-116.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integration model of organizational trust. Academy of Management Review, 20(3), 709-734.
Moon, N. N., Talha, I. M., & Salehin, I. (2021). An advanced intelligence system in customer online shopping behavior and satisfaction analysis. Current Research in Behavioral Sciences, 2, 100051.
Morgan, R.M. & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Nguyen, M. H., & Khoa, B. T. (2019). The Relationship between the perceived mental benefits, online trust, and personal information disclosure in online shopping. Journal of Asian Finance, Economics and Business, 6(4), 261-270.
Njite, D. & Parsa, H.G. (2005). Structural equation modeling of factors that influence consumer internet purchase intentions of services. Journal of Services Research, 5(1), 43-59.
Ou, Y.C., de Vries, L., Wiesel, T. & Verhoef, P.C. (2014). The role of consumer confidence in creating customer loyalty. Journal of Service Research, 17(3), 339-354.
Park, C. W. & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), 223-231.
Project for Excellence in Journalism. The State of News Media 2004 (Washington: Project for Excellence in Journalism, 2004). Available online at: http://www.stateofthenewsmedia.org/index.asp
Santos, S., & Gonçalves, H. M. (2019). Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations. Journal of Business Research, 101, 757-766.
Soesilo, P. K., Gunadi, W., & Arimbi, I. R. (2020). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications, 26(5), 528- 548.
Soleimani, M. (2022). Buyers' trust and mistrust in e-commerce platforms: a synthesizing literature review. Information System E-Business Management, 20, 57-78.
Stajkovic, A.D. (2006). Development of a core confidence-higher order construct. Journal of Applied Psychology, 91, 1208-1224.
Sultan, P. & Wong, H.Y. (2012). Service quality in a higher education context: an integrated model. Asia Pacific Journal of Marketing and Logistics, 24(5), 755-784.
Thackston, K. (2020). Why Typos Kill Sales: 4 Proofreading and Editing Tips for Websites, accessed from: https://www.marketingwords.com/blog/proofreading-andediting/
Urbany, J.E., Dickson, P.R., & Wilkie, W.L. (1989). Buyer uncertainty and information search. Journal Consumer Research, 16(2), 208-215.
Willis, J., & Todorov, A. (2006). First impressions: Making up your mind after a 100-Ms exposure to a face. Psychological Science, 17(7), 592-598.
Wu, J. & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of Electronic Commerce Research, 8(2), 128-140.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations