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Co-Branding: The Effects of E-Tailer and Delivery Carrier Familiarity on Price and E-Tailer Perceptions

If high customer satisfaction is attributed for the growth of e-tail sales, trust, or the lack thereof, is one of the most-cited deterrents. While much research has been conducted examining the effect of identity theft, online privacy, and perceived security on consumer trust, order fulfillment and other components of business reliability outside of the security context have received relatively little attention. The present study examines the effect of order fulfillment information cues, via carrier disclosure, on consumer perceptions of e-tailer credibility, price, and product attitude. Results of a between-subjects experiment show that the familiarity of the e-tailer and carrier can positively influence perceptions of e-tailer credibility.