TitleCo-Branding: The Effects of Internet Merchant Familiarity and Delivery Carrier Familiarity on Price and Merchant Perceptions
Publication TypeJournal Articles
Year of Publication2011
AuthorsStokes, A, Jensen, TD, Watson, A
JournalJournal of Marketing Theory and Practice
Date Published2011
KeywordsMarketing, OSU-Cascades

If high customer satisfaction is attributed for the growth of e-tail
sales, trust, or the lack thereof, is one of the most cited deterrents. While much
research has been conducted examining the impact of identity theft, online
privacy, and perceived security on consumer trust, order fulfillment and other
components of business reliability outside of the security context have
received relatively little attention. The present study examines the impact of
order fulfillment information cues, via carrier disclosure, on consumer
perceptions of e-tailer credibility, price, and product attitude. Results of a
between-subjects experiment show that the familiarity of the e-tailer and
carrier can positively impact perceptions of e-tailer credibility.