Designing a good customer relationship is important for a company to function and trust plays a major role when building customer relationships. The importance of this becomes more highlighted in the context of non- testable, non-testable products online since the customer cannot evaluate anything physically beforehand. Here trust is the mediator for a successful customer relationship within online shopping. The purpose of this study was to explain the impact of Source of Information and Credibility of Information on online consumer trust in the setting of non-testable, non-returnable products online. With a deductive approach to this quantitative research, the methodology of operationalization was used to measure the theoretical framework and to derive two hypotheses to be rejected or accepted based on the results of an online self-completion questionnaire. The questionnaire got a total of 74 answers that were analyzed by running a multiple regression analysis. The result of this study is that one hypothesis is accepted, the Credibility of Information has a positive relation to Trust when shopping non-testable, non- returnable products online, based on the positive relationship found. By accepting only one hypothesis, this resulted in a modified research model visually presenting the outcome. Which can be concluded that Credibility of Information has a positive relationship with Trust in the context of non- testable, non-returnable products online. Which implies that companies within this area should increase credibility in order to increase customer online trust.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-122304 |
| Date | January 2023 |
| Creators | Fransson, Michaela, Bennesved, Annie |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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