Title: Projecting values online: an e-tailing goldmine?

Authors: Joseph A. Cazier

Addresses: Department of Computer Information Systems, Appalachian State University, 2112 Raley Hall, ASU Box 32046, Boone, NC 28608-2049, USA

Abstract: One of the most critical success factors for an online organisation is the creation of trust. Another important factor in online success is value congruence. This paper explores the role of value congruence and trust in the B2C e-commerce environment. Specifically, it explores how the perceived actions, or lack of actions, of organisations regarding moral, social, environmental and political issues affect e-commerce users in their trusting beliefs and their behavioural intentions to do business with those organisations. This study shows a very strong and significant direct link between value congruence and behavioural intentions.

Keywords: trust; e-commerce; e-tailing; social responsibility; value congruence; electronic marketing; electronic retailing; electronic commerce; success factors; B2C; moral issues; social issues; environmental issues; political issues; behavioural intentions; internet marketing; internet retailing.

DOI: 10.1504/IJEMR.2007.013054

International Journal of Electronic Marketing and Retailing, 2007 Vol.1 No.3, pp.217 - 235

Available online: 06 Apr 2007 *

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