Evolution of consumer trust in B2C e-business: A longitudinal exploration

This study proposes a framework for understanding the process by which consumer trust in B2C E-business evolves over time. In particular, the framework draws together two distinct approaches: (1) static analysis that shows how antecedents affect trusting beliefs, which result in trusting intention, and (2) dynamic analysis that bridges trusting intention, satisfaction and e-loyalty and examines the process of transition from one period to the next. In doing so, we present a static model and a dynamic model in order to examine trust-related variables change over time as well as the dynamics of trusting belief revision. Based on plenty of extant literatures, we propose that the importance of the same antecedent of trusting belief changes at different stages of pre-purchase, post-purchase and long-term relationship commitment, and that, most important, the structure of trusting beliefs dynamically changes over time.