دانلود رایگان ترجمه مقاله بررسی ابعاد روانشناختی اعتماد بر روی وفاداری الکترونیکی – امرالد 2014

بررسی ابعاد روان شناختی اعتماد بر روی وفاداری الکترونیکی: مطالعه موردی مصرف کنندگان عربستان سعودی

Investigation of psychological dimensions of trust on e-loyalty A case of Saudi Arabia consumers

Abstract

Purpose – The purpose of this paper is to integrate extant literature on psychological dimensions and trust to develop a model of consumer e-loyalty. Design/methodology/approach – This paper develops four important psychological-based factors impacting consumer trust and e-loyalty: perception-based, experience-based, knowledge-based and attitude. Findings – The results of this paper propose that perception-based and experience-based factors are the main determinants of consumer trust and e-loyalty in e-retailing. Consumers do consider information practices. Research limitations/implications – This paper has attempted to shed some light on the psychological antecedents of consumer trust in e-retailing but still missed some important antecedents for example personality. An option for “not applicable” as an answer choice was not provided in the survey instrument. It is hard for a participant to provide accurate information about his/her past experience that happened three months ago in a self-reported method. Practical implications – From a theoretical perspective, the psychological-based consumer trust decision-making model provides a holistic view of an online consumer’s purchase decision-making process and e-loyalty. From a practical standpoint, the paper identified a number of potentially important psychology determinants of consumers’ trust in a website and empirical evidence concerning the relative impact of each of these determinants on consumers’ trust and e-loyalty. Originality/value – To date, this is the first research that has been conducted to analyse psychological dimensions of trust in e-retailers and its influence on e-loyalty by using partial least squares in Saudi Arabia e-commerce research.

1 Introduction

The importance of loyalty has been a critical issue in the study of online retailing. E-loyalty is widely defined as customer’s favourable attitude and commitment towards the online retailer that results in repeat purchase behaviour (Srinivasan et al., 2002). As a result, e-loyal customers bring increased profitability to the online retailer through long-time customer commitment and reduced costs of acquiring new customers (Reichheld et al., 2000). E-loyal customers are not the ones seeking the lowest prices, but the ones willing to pay premium prices. They also tend to refer new customers to the online retailer, providing rich potential sources of profit (Reichheld et al., 2000). Further, e-loyal customers purchase more than newly acquired customers and can be served with reduced operating costs (Van Riel et al., 2001). Therefore, even though the cost of establishing online loyalty is larger than that of traditional brick-and-mortar retailers, profit growth accelerates at an even faster rate once the relationship has been built (Reichheld et al., 2000). These previous findings point to the need for understanding how e-loyalty is developed. In explaining the establishment of e-loyalty, trust (Reichheld and Schefter, 2000) is found to play a pivotal role. For example, studies discovered that trust influence e-loyalty either individually, such as trust ¡ e-loyalty (Sirdeshmukh et al., 2002), or in a sequential order, such as e-trust ¡ e-satisfaction ¡ e-loyalty (Gummerus et al., 2004). As research on trust has been conducted from a variety of disciplinary perspectives, many definitions of trust have evolved. Trust, according to Rousseau et al. (1998), is defined as: “[…] a psychological state comprising the intention to accept vulnerability based upon positive expectations of the intentions or behaviour of another”. This definition depicts trust as a mindset, which encourages a person to take risk because of positive expectations (loyalty). For loyalty, the consumers consider that recommendation to others is the most important observed variable (Carter et al., 2012). However, religion has long been playing a significant role in influencing human behaviour and is a significant element of trust in online purchasing decisions (Essoo and Dibb, 2004). This study explores the role of psychological dimensions of Muslim consumers as a factor of trust with the key emphasis being on loyal. Consumer trust in business-to-consumer (B2C) e-commerce context can vary with culture even if they are associated to any religious group. Religion is an observable model of an antecedent to trust (Siala and Siddiqui, 2004). Cultures have different preferences associated with their cultural beliefs concerning the religious attitude. For that reason, the relationship between religion and interpersonal trust in the B2C context is of central importance towards understanding purchasing intentions at the individual level. The significance of religion has been recognized in sociology and psychology (Amin et al., 2014) but has not yet been recognized in B2C e-commerce. Muslim consumers in Saudi Arabia, Indonesia, Pakistan and Egypt placed Nestle, Lipton and Kraft among the top five Muslim-friendly brands, while banks and insurance firms came at the bottom, according to the Noor Brand Index (Ogilvy and Mather, 2010a, 2010b). Muslim consumers who comprise a large untapped market of 1.8 billion perceive brands based not only on whether they are halal or not, but also on ethical grounds. Tanya Dernaika, Strategic Planning Director, Memac Ogilvy & Mather, said: “Having an Islamic consultancy is important because a lot of the multinationals still do not know much about Islam”. Muslim consumers aspire to be perceived as modern without having to be Westernized, Dernaika said: “Around 65 per cent of the respondents said they took pride in being Muslims, but Muslim consumers want to prove they can integrate faith into their modern lifestyle” (Ogilvy and Mather, 2010a, 2010b). According to Wilson and Grant (2013), Islamic marketing represents a new focal-phase torchbearer, as a conspicuous and necessary challenger strain resistant to convention, ensuring fit for purpose marketing – just as “Green” and “Digital” marketing have previously and continue to do so. And so in principle, Islamic marketing could become another new strain of marketing (Wilson and Grant, 2013). Wilson and Grant’s (2013) key argument asserts that Islamic marketing need not be thought to be derived directly from Islamic faith, but rather filtered through more worldly actors and activities by Muslims and non-Muslims alike; as part of a natural phenomenon, where marketing moves through evolutionary and revolutionary phases of meaning and practice – to maintain its relevance and efficacy within new environments. Having different views and research about Islamic marketing and Muslim consumer behaviour, this paper investigates whether psychological dimensions of trust have any influence on online consumer based on their faith or not? How exactly are these positive expectations (loyalty) formed? Is trust determined by a person’s personality or is a more cognitive, perception-based explanation appropriate? Is trust also the acquired knowledge of prior experience with e-retailing? However, despite the proven importance of trust on e-loyalty, the study of their antecedents has only been partially understood in the e-loyalty development process. Here an attempt to identify the set of psychological antecedents of consumer trust and impact on loyalty in e-retailing is made. The purpose of this study is to propose and test a model of the e-loyalty development process for online retailers, incorporating psychological antecedents of trust. This study strengthens the literature by adding psychological antecedents of trust as possible critical antecedents in the model of e-loyalty development and attempts to build a stronger holistic model. This study fill the gap in e-commerce research by including the unsuccessful purchasing experiences; most studies in the e-commerce environment have collected data concerning a consumer’s successful purchasing experiences in Saudi Arabia. Yet, because successful cases represent only a fraction of all consumer transaction behaviours, these past studies may have painted an incomplete picture (i.e. a biased view) of B2C electronic commerce transactions. Accordingly, in the present study, a research design that enables respondents to examine transaction experiences that resulted in non-purchases in addition to completed purchases. In other words, study collected data from both “successful” cases and “unsuccessful” cases, and therefore can provide a more complete picture of a consumer’s B2C decision-making process. Finally, the findings of this study provide several insights which should help practitioners better understand the role of trust and its psychological antecedents in e-commerce, and ultimately add e-loyalty-building mechanisms into e-retailers’ websites. This research focuses on consumers’ attitude and behaviour towards retailers operating online, not a brand or manufacturer. Within the model, the author maintains distinct aspects of trust, which, in turn, lead to customer e-loyalty.