Building trust in e-commerce

Bibliography : leaves B1-B8.This study primarily investigates the processes and capabilities which are important for building and developing trust in e-Commerce. The main area of focus of this study is on the factors and enablers which can be applied by online retailers to build trust and communicate trustworthiness to online consumers. Throughout the study these factors and enablers are commonly referred to as the 'building blocks of trust in e-Commerce'. It is argued that without trust, e-Commerce cannot reach its full potential and that the building blocks of trust in e-Commerce can be applied to build and develop trust in e-Commerce. This study further investigates consumer perceptions of e-Commerce, and the deterrents to online shopping. Special emphasis was placed on important e-Commerce issues, central to building and developing trust in e-Commerce, such as privacy, security and fulfilment. As part of the recommendations, a conceptual model for building trust In e-Commerce is presented, which maps out the online trust building process with the general building blocks of trust in e-Commerce at its core

Building trustworthy e-Commerce wesite

The process of building consumer trust in E-Commerce is based on the presence of trust features or trust attributes in the websites. Consumer may examine e-Commerce websites for the existence of trust attributes. However, to date, which trust attributes contribute to the website’s trustworthiness and which trust attributes give more value to consumer has not been adequately explored. Therefore, the purpose of the paper is to look for the relevant trust attributes for e-Commerce websites and to identify the importance ranking of trust attributes that contribute significantly to the trustworthiness of e-Commerce website. Various journal papers and articles related to e-Commerce field have been referred in order to identify the trust attributes. An online survey that received 1230 respondents was carried out to investigate the importance ranking of ten trust attributes. The paper contributes to the discussion on how to build trust in e-Commerc

Trust and Reputation Building in E-Commerce

Transactions on online markets require a great deal of trust among anonymous trading partners. To mitigate some of the risks involved in anonymous transactions, several online market sites have implemented reputation management mechanisms that differ in structure and probably functionality. In a series of experiments, this study examines the impact of two simple reputation management mechanisms on the evolution of trust and trustworthiness in a repeated trust game among strangers. Les transactions par Internet exigent une confiance considérable entre les intervenants anonymes. Pour minimiser les risques associés à des opérations anonymes, les responsables de plusieurs marchés en ligne ont mis en place des mécanismes de gestion de réputation différant en structure et fonctionnalité. Dans une série d'expériences, cette étude évalue l'impact de deux mécanismes relativement simples sur la confiance et la coopération dans un jeu de confiance répété entre étrangers.Trust, Reputation, Experimental Economics, E-commerce, Mondialisation, commerce international, temps de travail, intégration économique

Initial Online Trust Building: A Social Learning Theory Perspective

With the rapid expansion of e-commerce, trust has become a central research topic in online environment for its key role in affecting e-commerce success. Our study focuses on the initial online trust building for brick-and-click companies. Building upon social learning theory, we propose a framework to examine the learning processes and important antecedents to online trust building. To demonstrate the utility of the framework, we apply it to the initial online trust building for brick-and-click firms. Our results suggest that the social learning theory is a viable tool to understand customer’s trust building process. Based on the effective learning processes identified for trust building, firms can allocate their resource accordingly

The Importance Ranking of Trust Attributes in e-Commerce Website

The process of building consumer trust in e-Commerce is based on the presence of trust features or trust attributes in the websites. Trust attributes are usually presented to the consumer by some clues on the homepage. For example, the clue ‘contact us’ will be linked to the trust attribute ‘company address’. Consumers may examine e-Commerce websites for the existence of trust attributes. However, to date, which trust attributes contribute to the website’s trustworthiness and which trust attributes give more value to consumers has not been adequately explored. Therefore, the purpose of the paper is: (1) to look for relevant trust attributes that should be placed in e-Commerce websites and (2) to identify the importance ranking of trust attributes that contribute to the trustworthiness of e-Commerce website. Five e-Commerce trust models were used for deriving the trust attributes. An online survey that received 1230 respondents was carried out to investigate the importance ranking of important trust attributes. This paper contributes to the discussion on how to build trust in e-Commerce for various stakeholders that include consumers, business organizations, system developers, and also to the researchers

A Classification and Investigation of Trustees in B-to-C e-Commerce: General vs. Specific Trust

Existing literature lacks a common taxonomy and systematic integration necessary for building cumulative knowledge on the nature of trust in an information systems context. Hence, this article explores online trust’s multidimensional nature within the context of online stores. This article develops a framework for classifying trust dimensions and to investigate their influences on behaviors in new and familiar business-to-consumer (B-to-C) e-commerce environments. Specifically, we classify trust dimensions into two levels: general trust (beliefs toward the general e-commerce environment and infrastructure) and specific trust (beliefs regarding a specific e-commerce shopping experience). Specific trust is further delineated into trust in the merchant and trust in the technology artifact, i.e., the website. The integrative framework was tested in two separate empirical studies using e-commerce stores that were either new or familiar to the subjects. The results show that general trust mechanisms are important to consumers in a new e-commerce environment. In contrast, when shopping in a familiar e-commerce store, consumers pay more attention to the current Web experience, diminishing the salience of general trust. This article contributes to the literature by developing an integrative framework of trust and by providing insights into the influences of trust dimensions on purchase decisions in new and familiar e-commerce environments

National culture and on-line trust: a study of internet Egyptian users

This research-in-progress investigates cultural issues in e-commerce trust. An experiential survey was conducted with three hundred and seventy Egyptian Internet users, exploring two book-seller web sites. Structure equation modeling analysis suggested that, for the target sample, perceived reputation and perceived familiarity with an Internet store have significant effect on building trust for that store. The paper discusses the importance of these two factors within the Egyptian culture

An investigation of the drivers of social commerce and e-word-of-mouth intentions: Elucidating the role of social commerce in E-business

Building on social commerce (s-commerce) perspectives and the trust transfer theory, this study develops a theoretical model that explains the indirect effects of two types of s-commerce attributes (community and platform) on behavioral outcomes (s-commerce intentions and e-Word-of-Mouth (e-WOM) intentions) through trust in community and platform. We analyze data collected from s-commerce users on travel booking websites using structural equation modeling technique. Results confirm that s-commerce intentions and e-WOM intentions are contingent upon s-commerce community and platform attributes. Moreover, the results provide evidence for the mediating effects of trust in community and platform on the relationship between s-commerce attributes and behavioral outcomes. The study provides further insights about the impact of s-commerce experience on s-commerce intention and e-WOM intention. Moreover, this study contributes to s-commerce research and practice by developing and validating the role of s-commerce community and platform attributes in forming consumers’ s-commerce behavioral outcomes

A Descriptive Content Analysis of Trust-Building Measures in B2B Electronic Marketplaces

Because business-to-business (B2B) electronic marketplaces (e-marketplaces) facilitate transactions between buyers and sellers, they strive to foster a trustworthy trading environment with a variety of trust-building measures. However, little research has been undertaken to explore trust-building measures used in B2B e-marketplaces, or to determine to what extent these measures are applied in B2B e-marketplaces and how they are applied. Based on reviews of the scholarly, trade, and professional literature on trust in electronic commerce, we identified 11 trust-building measures used to create trust in B2B e-marketplaces. Zucker\u27s trust production theory [1986] was applied to understand how these trust-building measures will enhance participants\u27 trust in buyers and sellers in B2B e-marketplaces or in B2B e-marketplace providers. A descriptive content analysis of 100 B2B e-marketplaces was conducted to survey the current usage of the 11 trust-building measures. Many of the trust-building measures were found to be widely used in the B2B e-marketplaces. However, although they were proven to be effective in building trust-related beliefs in online business environments, several institutional-based trust-building measures, such as escrow services, insurance and third-party assurance seals, are not widely used in B2B e-marketplaces

A Qualitative Analysis of Consumers\u27 Perceptions of the Trustworthiness of e-Commerce

A lack of consumer trust hinders the development of electronic commerce. Although the importance of consumer trust in e-commerce is recognized and several studies have been done about the phenomenon, there is still confusion among researchers concerning different concepts related to trust. As an example, researchers have confused the concepts of consumer trust and trustworthiness and trust and risk. Furthermore, the lack of empirical studies concerning consumer trust has increased the confusion. This paper contributes by exploring what meanings consumers give to the less studied concept of trustworthiness in the context of e-commerce and by providing building blocks for further research. The findings of our study revealed altogether 11 different attributes of trustworthiness that consumers saw as important with respect to electronic grocery shopping