The purpose of this research is to investigate the impact of causal attributions (locus, stability, and controllability attributes) on trust violations and the coping strategies (affective, functional, and informational initiatives) involved in trust repair on building positive moods within the context of e‐commerce.
The research model is tested using data collected from 513 active e‐shoppers. Structure equation modeling is employed to verify and validate the research model.
Results show that strategies for repairing trust are effective in building positive moods among consumers, while causes of negative events have a negative impact on consumer mood. Furthermore, positive moods significantly influence the rebuilding of consumer trust. This research demonstrates that positive mood is an important mediator in trust repair.
The research results provide insight into how e‐vendors can ease the tension associated with trust‐related disputes.
This study represents one of the few attempts to integrate the attribution theory with trust research and to outline the strategies of post‐encounter trust rebuilding process following a trust violation.
