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The use of video to mediate the development of trust in an e-merchant

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dc.contributor.author Maranta-Pretorius, Sandra
dc.date.accessioned 2011-06-28T11:10:56Z
dc.date.available 2011-06-28T11:10:56Z
dc.date.issued 2011-06-28
dc.identifier.uri http://hdl.handle.net/10500/4443
dc.description.abstract This research investigated the ability of online video to mediate the development of trust in the e-merchant, against the following objectives: (1) determining the drivers of consumer trust in an online environment, (2) investigating the perception of trust in an e-merchant in the absence of video, (3) investigating the perception of trust in an e-merchant in the presence of video and (4) investigating the impact of video mediated trust drivers on the consumer’s willingness to purchase and recommend the e-merchant. The research recommends that businesses in a ‘clicks’ environment, or those in a mortar & bricks environment that maintain a degree of online presence, would do well to consider the prominent usage of video on their websites as a means of mediating trust between the consumer and the online brand. en
dc.relation.ispartofseries MBA Research Reports;2011
dc.subject Electronic commerce en
dc.subject Online shopping en
dc.subject Consumer trust en
dc.subject e-Loyalty en
dc.subject Video technology en
dc.title The use of video to mediate the development of trust in an e-merchant en
dc.type Thesis en


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