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Online Customer Behavior: An Analysis of the Effects of Cognitive and Affective Trust

机译：在线客户行为：认知和情感信任的影响分析

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Background: Although many scholars have argued that the key factor for success in the e-commerce is the deployment of a trusted and reliable process for the buyer, the meaning of customer trust in e-commerce and the factors affecting it are not still well-known and to be investigated. Understanding how customers build their trust and developing a trust model is beneficial to increase the ability to do so. Objective: The aim of this study was to investigate whether the factors such as cognitive and affective trust can affect customer behavior in online shopping or not. Methods: Questionnaire was used to collect data and to check their normality, and the Kolmogorov-Smirnov test was applied. Cronbach’s alpha was employed to test the reliability, and the Structural Equation Model (SEM) was utilized to confirm or reject the hypotheses. Inferential statistical analysis was performed using SmartPLS software. Results: While perceived website quality can affect cognitive trust, variables like security and privacies policy, and shared value of a website can influence affective trust. In addition, there are variables like prior-interaction experience, and perceived reputation of an e-tail which can impact on both cognitive and affective trust. On the other hand, it was shown that both cognitive and affective trust can influence customer satisfaction; a variable which along with internet usage experience, and online shopping experience affect loyalty intention. Conclusion: The empirical results show that cognitive and affective trust are prominent variables in online retailing. They mediate between PWQ, SPP, PIE, PETR, and SV on the one hand and CS on the other hand. In addition, CS influences LI. The same is true for OSE and IE.
机译：背景:尽管许多学者认为电子商务成功的关键因素部署一个可信和可靠吗过程中,买方客户的意思对电子商务的信任和影响因素不是仍然知名和调查。建立信任和了解客户开发一种信任模型是有益的增加的能力。本研究旨在调查是否认知和情感等因素可以信任在网上购物或影响客户的行为不是。数据和检查他们的常态,Kolmogorov-Smirnov测试应用。α是用来测试的可靠性结构方程模型(SEM)是利用确认或拒绝的假设。使用SmartPLS执行统计分析软件质量会影响认知信任、变量喜欢安全和隐私政策,和共享一个网站可以影响情感信任的价值。此外,还有变量prior-interaction体验和感知一个可以影响网上零售的名声认知和情感的信任。结果表明,认知和情感信任可以影响客户满意度;随着互联网使用变量经验,在线购物体验的影响忠诚意图。结果表明,认知和情感的信任在网上零售业是突出的变量。PWQ之间斡旋,SPP,派,切赫,SV一方面,CS另一方面。此外,CS的影响。大阪证交所和IE。

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