20.500.12556/RUL-176759 Unpacking the influence of commoditization on antecedents-trust relationship in online subscription services Ispitivanje utjecaja komoditizacije na preduvjet - povjerenje u online pretplatničkim uslugama This paper examines how commoditization as perceived by online subscribers affects the relationship between email communication exposure and trust. The study conducted a survey among customers of services in three different markets, each characterized by varying levels of service commoditization. To assess perceptions of commoditization (a second-order formative construct), the research utilized first-order constructs, including service/industry homogeneity, customer price sensitivity, and the costs associated with switching providers. This operationalisation was used to gauge the service commoditization in each market, aligning with the positions reported by the service providers. The results revealed that commoditization only weakly moderates the relationship between email communication and trust in two of the samples. By highlighting the moderation effect of commoditization perception, this research contributes to our understanding of how market conditions can influence the relationship between communication strategies, such as email communication, and the development of trust in online subscription services. These findings have important implications for service companies operating in increasingly commoditized markets. services online shopping price elasticity online subscription customer perception of commoditization service homogeneity price sensitivity switching costs email communication trust storitve spletna trgovina cenovna elastičnost true false true Angleški jezik Hrvaški jezik Članek v reviji 2025-12-10 16:07:41 2025-12-10 16:19:57 2025-12-12 04:02:10 0000-00-00 00:00:00 2024 0 0 Str. 113-128 iss. 2 Vol. 29 2024 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.3 1846-3363 10.30924/mjcmi.29.2.9 220506883 2_2024_09.pdf 2_2024_09.pdf 1 02333FA91FFEC44CBCCCCD7B55C2C48F 14199d406edec6abfe5d88b41927f9b49aa76dc7a9f740b4cf552b896d8af5b4 f1123ae6-d5d9-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223329 https://hrcak.srce.hr/324557 0 e8c3cf46-d5d9-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=223328 Ekonomska fakulteta 0 0 0