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Initiation of Trust and Management of Risk in OnLine Retailing UK OnLine Wine Market

Initiation of Trust and Management of Risk in OnLine Retailing UK OnLine Wine Market Managing potential customers' perception of risk is essential to successful Internet wine retailing. If online providers can minimise risk thus instilling a level of trust, then the initiation of an online purchasing relationship can commence. This paper reviews the literature surrounding trust and risk and describes early findings of the elements of trust based on recent primary research. In addition, the paper develops an illustrative framework showing the links between the elements of trust and the parameters of risk for online wine purchasing. Finally, the paper offers recommendations to online wine providers to encourage trust, and these are outlined under the three discrete functions of an online provider site design, marketing and the etailing function, online wine purchasing. Finally, the paper offers recommendations to online wine providers to encourage trust, and these are outlined under the three discrete functions of an online provider site design, marketing and the etailing function. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Initiation of Trust and Management of Risk in OnLine Retailing UK OnLine Wine Market

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References (24)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008785
Publisher site
See Article on Publisher Site

Abstract

Managing potential customers' perception of risk is essential to successful Internet wine retailing. If online providers can minimise risk thus instilling a level of trust, then the initiation of an online purchasing relationship can commence. This paper reviews the literature surrounding trust and risk and describes early findings of the elements of trust based on recent primary research. In addition, the paper develops an illustrative framework showing the links between the elements of trust and the parameters of risk for online wine purchasing. Finally, the paper offers recommendations to online wine providers to encourage trust, and these are outlined under the three discrete functions of an online provider site design, marketing and the etailing function, online wine purchasing. Finally, the paper offers recommendations to online wine providers to encourage trust, and these are outlined under the three discrete functions of an online provider site design, marketing and the etailing function.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Feb 1, 2005

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