How online trust evolves over time: The role of social perception

Christine Ye, Charles F. Hofacker, John Peloza, Alexis Allen

Research output: Contribution to journalArticlepeer-review

33 Scopus citations


Using customer service scenarios in an online retail context, the current study examines how cognitive and affective trust develop over time and how service failure negatively impacts trust, along with the trust restoration opportunities provided by recovery. Study 1 findings reveal that the relationship between Web site social perception and affective trust is stronger for repeat visitors than for first-time visitors. Study 2 findings indicate that failure timing and recovery duration play important roles in service failure situations. Overall, the results demonstrate that consumer cognitive and affective trust develop through the number of interactions with a retail Web site over time and that increased Web site social perceptions facilitate the trust-building process.

Original languageEnglish
Pages (from-to)1539-1553
Number of pages15
JournalPsychology and Marketing
Issue number11
StatePublished - Nov 1 2020

Bibliographical note

Publisher Copyright:
© 2020 Wiley Periodicals LLC


  • Web site social perception
  • affective trust
  • cognitive trust
  • e-trust
  • longitudinal trust
  • online trust

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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