A signaling theory-based analysis of website features, investment perception and trust propensity in initial trust formation on unfamiliar small online retailers
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Abstract
Unfamiliar online retailers far exceed the number of familiar stores, yet they lack consumer trust that may result in lower sales and, ultimately, failure. This study develops and tests a conceptua...
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The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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