Rebuilding Post-Violation Trust in B2C Electronic Commerce

Rebuilding Post-Violation Trust in B2C Electronic Commerce

Qinyu Liao (The University of Texas at Brownsville and Texas Southmost College, USA), Xin Luo (The University of New Mexico, USA) and Anil Gurung (Neuamann College, USA)
Copyright: © 2009 |Pages: 15
DOI: 10.4018/joeuc.2009010103
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Abstract

This article proposes a model addressing the rebuilding of post-violation trust in B2C electronic commerce. The model uses expectation-confirmation theory and provides empirical verification for the factors affecting post-violation trust rebuilding and the association between them. The factors are perceived trustworthiness, confirmation by trust restoration, satisfaction and continuance trust intention. In accordance with exiting literature, perceived trustworthiness was found to have significant impact on continuance trust intention. The study also showed that confirmation by post-violation trust restoration activities had strong impact on satisfaction but satisfaction did not lead to post-violation continuance trust intention.

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