Strategy for Building Initial Trust in Click-Only Online Fashion Stores

Abstract

The main purpose of this study is to propose practical and effective strategies for acquiring and building initial trust from online consumers that could be used by the Internet store selling fashion goods online. To achieve this purpose, this paper suggests a trust life cycle model, identifies various trusting cues by reviewing antecedent literature on trust, establishes an empirical research model based on the eleven cues identified, and tries to find the most salient trusting cues affecting the development of initial trust by empirically testing the model. The results show that the factors significant in developing initial trust in an Internet fashion store are perceived service reliability, perceived variety of options, perceived ease of use, and legal infrastructure.