A Network-Service-System (NSS) framework for analyzing and measuring the relationship between trust’s antecedents, E-trust, and purchase intention in E-commerce

Purpose – This research aims to analyze and measure the relationship between trust’s antecedents, e-trust, and purchase intention using the main model of e-trust supported by a network-service-system framework. Specifically, measuring the effect that trust’s antecedents have on e-trust and simultaneously the effect of e-trust on purchase intention (where trust is used as a moderating dimension). Design/methodology/approach – The research design is based on causal research. Initially diverse causal relations have been studied between trust antecedents and e-trust where trust behaved as a dependent variable. Successively has been studied the relation between etrust (in this case as independent variable) and purchase intention. Another causal relation studied is between trust antecedents and purchase intention. Data is gathered through online questionnaire composed by descriptive and behavioral questions using the Likert scale. The convenient sampling is used with a sample size of 295 participants from the Turkish market. A regression analysis was implemented between dimensions to measure the relationships. Regarding the theoretical approaches, firstly the Network Theory and Many-to-Many Marketing are used for understanding the complex relationships in e-commerce (B2B, B2C, C2C, and C2B) between e-market actors (i.e. business and consumer). Because every actor of the e-marketplace is a service provider, than the Service-Dominant Logic is used for conveying the concept of value (i.e. value proposition, value acceptance, value co-creation, and value in context). Relying on the Information Variety Model of the Viable Systems Approach, the concept of value is seen from a systems perspective in which the so called categorical values serve as determinants for creating the conditions of consonance and harmonic relations among e-market actors. Consequently, the trust has been described as a categorical value with a relevant impact (both emotional and behavioral) on consonance, value co-creation, and purchase intention. Findings – The effect of trust in e-commerce approved. Brand power and brand reputation resulted as the most important antecedents for e-trust. Important results about Turkish e-commerce users (both descriptive and behavioral) achieved. The effect of etrust on purchase intention was verified, reinforcing previous studies made in different countries and giving unique information about Turkish market. It was also discovered that antecedents of trust have a direct impact on purchase intention without using e-trust as moderating dimension, but in this case the effect was not as strong as in the case in which e-trust served as a moderating dimension. Research limitations/implications (if applicable) – Mostly used 6 antecedents from literature were chosen for the main model but not all antecedents studied in the literature (around 20). Even though in the literature different dimensions were studied (separately but not jointly) as consequences of trust, we chose only purchase intention to simplify the task (to choose one consequence is a tendency of literature). Originality/value – It is one of the pioneering studies to examine the whole e-trust model in Turkey, fulfilling some gaps in literature and offering unique data for Turkish market, as well as other insights for generalizing the model in other markets