The Impact of Perceived Compatibility on Initial Trust in Unfamiliar Online Retailers
Abstract
Setting up an independent online store provides businesses with a unique opportunity to develop their brand identity and build a loyal customer base. A crucial factor for long-term success is attracting new customers and earning their initial trust. While previous research has explored various factors influencing initial trust, such as perceived compatibility, the findings have often been inconclusive, leaving many aspects unexplored. This study addresses this gap by specifically examining the impact of perceived compatibility on initial trust towards unfamiliar online retailers. Using survey data collected from 240 respondents, the statistical analysis was conducted through Structural Equation Modeling (SEM). The findings reveal that perceived compatibility significantly enhances both initial trusting beliefs and intentions. This research contributes to enhancing the understanding of the role of perceived compatibility in building initial trust. It offers valuable insights for new online retailers, particularly in Malaysia, to develop effective strategies for building consumer trust.
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Publication Date
01 September 2026
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European Publisher
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-
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Edition Number
1st Edition
Pages
1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Wong*, C., Md Nor, K., Yaakub, N. A., Khwaja, M. G., & Abbas, A. F. (2026). The Impact of Perceived Compatibility on Initial Trust in Unfamiliar Online Retailers. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.29