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.