Sylvain Sénécal, Professeur Agrégé, Titulaire de la Chaire RBC en commerce électronique d’H.E.C. Montréal (www.chairerbc.com) et professeur visitant à BEM durant le mois de novembre 2009 a présenté ses travaux de recherche lors d'un séminaire :

“How Media Richness of the Retailer Privacy Disclosure Influences Trust and Purchase Intentions”

ABSTRACT: Focusing on the process of trust formation, this research posits that media richness (manipulated by modality type of the retailer privacy disclosure) affects the e-store social presence. In turn, social presence is hypothesized to drive both the retailer’s trustworthiness and purchase intentions. For e-stores with rich media, however, agent trust (trustworthiness of the virtually presented agent communicating the disclosure) is hypothesized to mediate the relationship between the e-store social presence and retailer trust and to shape consumers’ judgments of the retailer and their purchase intentions. Results of an experiment that involved 423 consumers lend support to these hypotheses and call for a multifaceted view of trust in rich media environments. Theoretical and practical implications are discussed.

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Sylvain Sénécal