Building consumers’ trust in electronic retail platforms in the Sub-Saharan context: an exploratory study on drivers and impact on continuance intention

Odusanya, K., Aluko, O. ORCID: 0000-0002-4107-5194 and Lal, B., 2020. Building consumers’ trust in electronic retail platforms in the Sub-Saharan context: an exploratory study on drivers and impact on continuance intention. Information Systems Frontiers: a Journal of Research and Innovation. ISSN 1387-3326

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Abstract

Lack of trust can have a negative influence on consumers’ willingness to use electronic retail (e-tail) platforms especially in countries with weak regulations and poor consumer rights. This paper examined factors that can be employed to build consumer trust and continuance intention to use e-tail platforms in Sub-Saharan Africa. Data were collected from 207 respondents and analyzed using structural equation modelling with the PLS software. The results show that information quality, perceived usefulness, hedonic motivation and perceived risk have a significant influence on consumers’ trust in e-tail platforms. The study contributes to the existing body of knowledge that guides efforts for implementation of actions in weak institutional contexts characterized by institutional voids such as those experienced in Sub-Saharan African countries. Finally, the study provides insights that can help managers of e-tail platforms to effectively foster the development of trust in their communities.

Item Type: Journal article
Publication Title: Information Systems Frontiers: a Journal of Research and Innovation
Creators: Odusanya, K., Aluko, O. and Lal, B.
Publisher: Springer Verlag
Date: 21 July 2020
ISSN: 1387-3326
Identifiers:
NumberType
10.1007/s10796-020-10043-2DOI
1343555Other
Rights: © The Author(s) 2020. Open Access: This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.
Divisions: Schools > Nottingham Business School
Record created by: Jill Tomkinson
Date Added: 29 Sep 2020 10:55
Last Modified: 29 Sep 2020 10:55
URI: http://irep.ntu.ac.uk/id/eprint/40994

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