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• W2732209541 abstract "INTRODUCTIONThat consumer trust in a firm is key to its functioning and survival is a truism recognized by the business literature. Traditional brick-and-mortar firms earn consumer trust over time through their locations and display of operational histories and consistent personal experiences. However, for online companies that have no physical presence, earning consumer trust in a relatively short time period becomes even more important, because consumers have instantaneous access to their competitors as well. And for those online companies whose business entails offering deals on new products and services every day, development of consumer trust in a much shorter time becomes their raison d'etre. Consumer online group buying companies are such companies. Ever since the inception of Groupon in the U.S., several consumer online group buying companies have emerged in India. Following a business model similar to that of Groupon, these firms have been functioning successfully as Groupon clones since the year 2008. Since the websites of these firms appear to be similar to each other as well, it is therefore logical to conjecture that consumer perception of trustworthiness of their websites is likely to be similar. This study attempts to either corroborate or reject the above conjecture.Are Indian online group buying firms perceived equally trustworthy by Indian consumers or not? In case of differential perceptions, which firms have comparatively higher level of trustworthiness than others? As a corollary, a deeper question emerges for those websites that have different levels of trustworthiness: what specific aspects of trustworthiness differentiate these firms from one another? In order to answer these questions, the study first discusses the trustworthiness of a website and its importance to consumer purchasing from online group buying sites. Later, the study describes Indian consumer online group buying sites and develops hypotheses on trustworthiness and its components, addressing the questions posed in this study. The third section entails testing of hypotheses and discussion of results. Lastly, we describe implications of the findings, limitations of the study, and future research questions.This study makes several contributions to the theory and functioning of group buying firms. At the theoretical front, this study advances the literature on trustworthiness of firm-specific retail websites onto the group buying websites, hitherto an untested area. Consequently, this study acts as a link between the two different literature streams, which, according to Hunt (1991), is important in itself as it lays the pathway for future empirical testing. On the managerial side, answers to these questions are likely to have significant implications for look-alike consumer online group buying firms. For example, those firms that have lesser trustworthiness perception can benchmark themselves against the ones that have the highest level of trustworthiness perception. Moreover, such firms can pay attention to upgrading their sites in specific areas to bring them closer to the trustworthiness of their competitors and/or establish their own superiority. Finally, with the knowledge of their extant trustworthiness among consumers and with articulated concrete plans to raise their trustworthiness perceptions to higher levels in the future, these firms can make themselves more attractive to potential investors.TRUSTWORTHINESS OF A B2C WEBSITEThat trust is an essential element in human behavior is a wisdom that has been passed down from one generation to the next. In the world of commerce, it is no wonder that trust between partners has been regarded as central to cooperation and working relationships wherever risk, uncertainty, or interdependence exist (Mcknight & Chervany, 2001). Scholars have conceptualized the trust within a dyad as a function of a trustee's predisposition to trust, the mechanism connecting the dyadic parties, or the party to be trusted in a wide variety of ways, such as a party's belief, attitude, intention, behavior, or expectancy in the other party that its promise, verbal or written statements, resources and capabilities, integrity, credibility, openness, or actions can be relied upon (Anderson & Narus, 1990; Morgan & Hunt, 1994; Siau & Shen, 2003). …" @default.
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• W2732209541 date "2016-01-01" @default.
• W2732209541 modified "2023-09-24" @default.
• W2732209541 title "Trustworthiness of Online Group Buying Websites in India: A Comparative Assessment of Consumer Perception" @default.
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