From Mars to Venus: Alteration of trust and reputation in online shopping

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From Mars to Venus: Alteration of trust and reputation in online shopping. / Oghazi, Pejvak; Karlsson, Stefan; Hellström, Daniel; Mostaghel, Rana; Sattari, Setayesh.

In: Journal of Innovation & Knowledge, 18.07.2020.

Research output: Contribution to journalArticle

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TY - JOUR

T1 - From Mars to Venus: Alteration of trust and reputation in online shopping

AU - Oghazi, Pejvak

AU - Karlsson, Stefan

AU - Hellström, Daniel

AU - Mostaghel, Rana

AU - Sattari, Setayesh

PY - 2020/7/18

Y1 - 2020/7/18

N2 - How customers develop purchase intentions in online shopping has been an area of recent interest. In this study, we ask whether males and females leverage trust into and perceived reputation of online retailers differently in reporting purchase intentions. Drawing on the literature on differences in males and females in online shopping behaviors, we propose that females rely on reputation in developing purchase intentions whereas males rely on perceived trust in developing purchase intentions. In a sample of 727 respondents in Sweden, we find support for the proposed associations. Implications for online retailers are discussed.

AB - How customers develop purchase intentions in online shopping has been an area of recent interest. In this study, we ask whether males and females leverage trust into and perceived reputation of online retailers differently in reporting purchase intentions. Drawing on the literature on differences in males and females in online shopping behaviors, we propose that females rely on reputation in developing purchase intentions whereas males rely on perceived trust in developing purchase intentions. In a sample of 727 respondents in Sweden, we find support for the proposed associations. Implications for online retailers are discussed.

KW - online retail

KW - reputation

KW - gender

KW - online purchase

KW - trust

U2 - 10.1016/j.jik.2020.06.002

DO - 10.1016/j.jik.2020.06.002

M3 - Article

JO - Journal of Innovation & Knowledge

JF - Journal of Innovation & Knowledge

SN - 2530-7614

ER -