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How and When Trustworthiness Beliefs Influence Digital Commerce Behavior: A Regulatory Focus Perspective

Narongsak Thongpapanl et al.

Journal of Interactive Marketing2025https://doi.org/10.1177/10949968251365181article
AJG 3ABDC A
Weight
0.37

Abstract

Trustworthiness is considered a key element for any successful online retailing initiative. However, extant digital commerce research has displayed mixed and contradictory findings regarding consumer outcomes of trustworthiness beliefs. The current study explains these mixed effects by investigating how and when trustworthiness beliefs can play a significant role in driving digital commerce behaviors. The authors draw on regulatory focus and regulatory fit theory to examine how trustworthiness beliefs—ability, benevolence, and integrity—influence consumers’ evaluations, purchase intentions, and digital commerce behaviors (e.g., rankings and reviews) toward online retailers, based on their regulatory orientations. Using a sequential multistudy design, the authors test the hypotheses through two experiments followed by a survey. The findings demonstrate that the positive consumer outcomes are the highest for (1) prevention-focused individuals with strong beliefs in the online retailer's ability to fulfill its promises and (2) promotion-focused consumers with strong beliefs that the online retailer is benevolent, and comparably strong for (3) all individuals who believe in the online retailer's integrity. Managerial implications from these findings are further discussed in a value-enhancing manner.

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https://doi.org/https://doi.org/10.1177/10949968251365181

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@article{narongsak2025,
  title        = {{How and When Trustworthiness Beliefs Influence Digital Commerce Behavior: A Regulatory Focus Perspective}},
  author       = {Narongsak Thongpapanl et al.},
  journal      = {Journal of Interactive Marketing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/10949968251365181},
}

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.