Building consumers’ trust in electronic retail platforms in the sub-Saharan context: an exploratory study on drivers and impact on continuance intention

Lack of trust can have a negative influence on consumers’ willingness to use electronic retail (etail) platforms especially in countries with weak regulations and poor consumer rights. This paper examined factors that can be employed to build consumer trust and continuance intention to use etail platforms in Sub-Saharan Africa. Survey data was collected from 207 respondents and analyzed using structural equation modeling with the PLS software. The results show that information quality, perceived usefulness, hedonic motivation, and perceived risk have a significant influence on consumers’ trust in e-tail platforms. The study contributes to the existing body of knowledge that guides efforts for the implementation of actions in weak institutional contexts characterized by institutional voids such as those experienced in Sub-Saharan African countries. Finally, the study provides insights that can help managers of e-tail platforms to effectively foster the development of trust in their communities.