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How online trust evolves over time: The role of social perception
Author(s) -
Ye Christine,
Hofacker Charles F.,
Peloza John,
Allen Alexis
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21400
Subject(s) - perception , context (archaeology) , psychology , service (business) , duration (music) , cognition , process (computing) , business , marketing , social psychology , computer science , neuroscience , paleontology , art , literature , biology , operating system
Using customer service scenarios in an online retail context, the current study examines how cognitive and affective trust develop over time and how service failure negatively impacts trust, along with the trust restoration opportunities provided by recovery. Study 1 findings reveal that the relationship between Web site social perception and affective trust is stronger for repeat visitors than for first‐time visitors. Study 2 findings indicate that failure timing and recovery duration play important roles in service failure situations. Overall, the results demonstrate that consumer cognitive and affective trust develop through the number of interactions with a retail Web site over time and that increased Web site social perceptions facilitate the trust‐building process.