Consumer Trust in Internet Marketing and Direct Selling in China

Patrick POON, Gerald ALBAUM

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

Abstract

This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.
Original languageEnglish
Pages (from-to)216-232
Number of pages17
JournalJournal of Relationship Marketing
Volume18
Issue number3
Early online date13 May 2019
DOIs
Publication statusPublished - Jul 2019

Fingerprint

Direct selling
Consumer trust
China
Internet marketing
Research directions
Online marketing
Shopping
Predictors
Marketing
Consumer behaviour
World Wide Web
Salesperson

Keywords

  • China
  • Internet marketing
  • consumer trust
  • direct selling

Cite this

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title = "Consumer Trust in Internet Marketing and Direct Selling in China",
abstract = "This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.",
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Consumer Trust in Internet Marketing and Direct Selling in China. / POON, Patrick; ALBAUM, Gerald.

In: Journal of Relationship Marketing, Vol. 18, No. 3, 07.2019, p. 216-232.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

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AB - This research aims to examine and contrast trust in consumer-salesperson/organization relationships in direct selling and Internet (online) marketing in China, a large and fast-growing market for both approaches in B2C marketing. A personal interview survey involving two different measures of trust (i.e., cognitive trust and organization trust) was conducted. Two sample groups were obtained independently from southern and northern cities in China. For cognitive trust, there is a significant difference between the two shopping approaches (Internet marketing vs. direct selling), with the value of trust generally being greater for direct selling. In contrast, for organization trust, the value is greater for Internet marketing. However, the overall results show that neither the measure of cognitive trust nor the measure of organization trust is a good predictor of consumer behavior. Managerial implications and recommendations for future research directions are discussed.

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