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/lp/emerald-publishing/initiation-of-trust-and-management-of-risk-in-online-retailing-uk-eJ1fDXKJvr
- 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 Marketing – Emerald Publishing
Published: Feb 1, 2005