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

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.