A signaling theory-based analysis of website features, investment perception and trust propensity in initial trust formation on unfamiliar small online retailers,Journal of Marketing Theory and Practice

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A signaling theory-based analysis of website features, investment perception and trust propensity in initial trust formation on unfamiliar small online retailers
Journal of Marketing Theory and Practice Pub Date : 2024-01-29 , DOI: 10.1080/10696679.2024.2305454
Varinder M. Sharma ₁ , Andreas Klein ₂

Affiliation

Unfamiliar online retailers far exceed the number of familiar stores, yet they lack consumer trust that may result in lower sales and, ultimately, failure. This study develops and tests a conceptua...

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