Unpacking the influence of commoditization on antecedents-trust relationship in online subscription services

Kovač, Matej (avtor), Žabkar, Vesna (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: services, online shopping, price elasticity, online subscription, customer perception of commoditization, service homogeneity, price sensitivity, switching costs, email communication, trust
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.03 - Drugi znanstveni članki
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2024
• Št. strani: Str. 113-128
• Številčenje: Vol. 29, iss. 2
• PID: 20.500.12556/RUL-176759
• UDK: 658.3
• ISSN pri članku: 1846-3363
• DOI: 10.30924/mjcmi.29.2.9
• COBISS.SI-ID: 220506883
• Datum objave v RUL: 10.12.2025

Gradivo je del revije

• Naslov: Management
• Skrajšan naslov: Management
• Založnik: University of Split, Faculty of Economics
• ISSN: 1846-3363
• COBISS.SI-ID: 523963417

Licence

• Licenca: CC BY-ND 4.0, Creative Commons Priznanje avtorstva-Brez predelav 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-nd/4.0/deed.sl
• Opis: Licenca Creative Commons Brez predelav dovoljuje uporabnikom ponovno distribucijo dela, vendar ne v spremenjeni obliki. Zahtevana je navedba avtorstva.

Sekundarni jezik

• Jezik: Hrvaški jezik
• Naslov: Ispitivanje utjecaja komoditizacije na preduvjet - povjerenje u online pretplatničkim uslugama
• Ključne besede: storitve, spletna trgovina, cenovna elastičnost