The progression of online trust in the multi-channel retailer context and the role of product uncertainty

► We test the effects of antecedents of online trust in multi-channel retailer context. ► We test the moderating effects of experience products and search products. ► Multi-channel retailers' trust is moved from offline channel to online channel. ► Customers' initial interaction with the retailers forces the effects of experience. ► The effects on online trust are greater for experience products than search products.