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Observational analysis reveals buyer trust relies on customer orientation and honesty in consumer goods, suggesting context-specific trust drivers.
This article investigates how buying situation differences impact buyer perceptions of trust in goods and services salespeople. To undertake this investigation, a general model trust formation between buyers and sellers is developed. Then the model is tested in consumer goods and services buying contexts. Salesperson likability, customer orientation, dependability, and honesty are shown to affect trust formation differently, depending on whether the consumer is purchasing a good or a service.
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Vorhies et al. (1998) studied this question.
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