The progression of online trust in the multi-channel retailer context and the role of product uncertainty

This research attempts to evaluate the effects of antecedents of online trust in the context of multi-channel retailers at different phases, taking into consideration the moderating effects of product types. The results reveal that multi-channel retailers' trust is transferred from the offline channel to the online channel. Secondly, the customers' initial interaction with the retailers ameliorates the effects of non-direct experience, such as Internet-based structural assurance and word-of-mouth. With increases in product uncertainty, the effects of word-of-mouth, offline trust, and efficacy of sanctions on online trust are greater for experience products than for search products.► We test the effects of antecedents of online trust in multi-channel retailer context. ► We test the moderating effects of experience products and search products. ► Multi-channel retailers' trust is moved from offline channel to online channel. ► Customers' initial interaction with the retailers forces the effects of experience. ► The effects on online trust are greater for experience products than search products.