| E-commerce companies leverage the advanced capabilities of information technology and the Internet to incorporate trust-building mechanisms into their website. Trust is the first line of defense against a failing business, as shoppers conduct transactions with websites that meet their confident expectations. But if these expectations are shattered, e-commerce companies must be prepared to gain back trust in order to get consumers to repurchase. For business-to-consumer websites to capitalize on e-commerce technologies to rebuild trust in their consumers, they must first understand the overarching phenomenon that triggers consumers' willingness to reconcile. The research investigates the factors that influence consumers' acceptance of willingness to reconcile and rebuild trust. |
Updated 03/19/2014