Dimensions of web site credibility and their relation to active trust and behavioural impact

This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between Web site credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that Web site credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between Web site credibility and behavioural impacts. The paper examines theoretical implications of conceptualizing Web sites according to a human credibility model, and factoring trust into Internet-based behavioural change interventions. Practical guidelines suggest ways to address these findings when planning online social marketing interventions

The impact of religious affiliation on trust in the context of electronic commerce

There is currently a growing literature on the role that trust plays in encouraging consumers to engage in e-commerce transactions. Various models have been proposed which aim to identify both the antecedents and outcomes of trust displayed towards e-commerce web sites. Increased trust is generally shown to increase positive user attitude which in turn is linked to increased willingness to buy. Studies have shown the antecedents of trust include variables such as the perceived reputation and size of the vendor organisation. The current paper explores the role of cultural variables as antecedents of trust with the main emphasis being on religious affiliation. Participants recruited from Christian, Muslim and other faiths were asked to interact with online bookstores identified as Christian, Muslim or Neutral. Trust and attitudes towards the web sites were measured and this data was used to test the hypothesis that same-religion sites would be trusted and liked more than other religion or neutral sites. This hypothesis was partially supported, but only for the Muslim participants. It was found that the Muslim group expressed significantly more trust in the Muslim site compared to the Christian site. They also expressed significantly more positive attitudes towards the Muslim online bookstore than the other two sites. The implications of these result for theories of web based trust and attitude are discussed along with the practical implications of the findings

Tourists behavior during their trip: How they use and offer recommendations?

The rise of new technologies has changed the way tourists trust in eWOM to choose a restaurant. There is a growing use of opinion and price comparison websites, where opinions and ratings can be shared with other users. In addition, the spreading of false or paid comments has made this type of webs seek the generation and maintenance of trust. However, there are few studies that analyse how to generate trust in these webs and its effect in the intention of the consumer to participate in WOM behaviours, once the tourist is already in its tourist destination. Therefore, this research analyses the influence of recommendations on the generation of tourists’ trust in the review websites of restaurant industry while they are in the destination. A regression analysis of data from 439 tourists has revealed that the perceived credibility, the quality of the information and the quality of the web affect trust in review websites. This fact encourages the contracting of restaurant services and communication among consumers, both in a traditional way (WOM) and through the review websites (eWOM), while the tourist is in the tourism destination.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

The Dimensions of Web Site Credibility and Their Relation to Active Trust and Behavioural Impact

This paper discusses two trends that threaten to undermine the effectiveness of online social marketing interventions: growing mistrust and competition. As a solution, this paper examines the relationships between Web site credibility, target audiences’ active trust and behaviour. Using structural equation modelling to evaluate two credibility models, this study concludes that Web site credibility is best considered a three-dimensional construct composed of expertise, trustworthiness and visual appeal, and that trust plays a partial mediating role between Web site credibility and behavioural impacts. The paper examines theoretical implications of conceptualizing Web sites according to a human credibility model, and factoring trust into Internet-based behavioural change interventions. Practical guidelines suggest ways to address these findings when planning online social marketing interventions

CCCI metrics for the measurement of quality of e-service

The growing development in web-based trust and reputation systems in the 21st century will have powerful social and economic impact on all business entities, and will make transparent quality assessment and customer assurance realities in the distributed web-based service oriented environments. The growth in web-based trust and reputation systems will be the foundation for web intelligence in the future. Trust and Reputation systems help capture business intelligence through establishing customer relationships, learning consumer behaviour, capturing market reaction on products and services, disseminating customer feedback, buyers? opinions and end-user recommendations, and revealing dishonest services, unfair trading, biased assessment, discriminatory actions, fraudulent behaviours, and un-true advertising. The continuing development of these technologies will help in the improvement of professional business behaviour, sales, reputation of sellers, providers, products and services. In this paper, we present a new methodology known as CCCI (Correlation, Commitment, Clarity, and Influence) for trustworthiness measure that is used in the Trust and Reputation System. The methodology is based on determining the correlation between the originally committed services and the services actually delivered by a Trusted Agent in a business interaction over the service oriented networks to determine the trustworthiness of the Trusted Agent

Determinants of Corporate Web Services Adoption: A Survey of Companies in Korea

Despite growing interest and attention from Information Technology researchers and practitioners, empirical research on factors that influence an organization’s likelihood of adoption of Web services has been limited. This study reports an empirical analysis of survey data to identify the influencing factors and demographic characteristics related to Web services adoption intention—based on whether to adopt and when to adopt Web services—from the perspective of 129 South Korean firms. The survey questionnaire respondents were an individual in each firm who typically advised the key person who would be making the decision to adopt Web services technology. The determining factors of Web services adoption were identified from both in-depth interviews with Web services experts and a literature review. The questionnaire was pretested with a pilot survey of seventy-four South Korean firms. Logistic regression was the main statistical analysis method, and the test showed significant correlation between some factors and whether to adopt. Important factors are business benefit driver (BBD), readiness (RD), and trust (TRUST)

An Exploratory Study of Bloggers\u27 Information Sharing Behavior: The Role of Online Privacy Concerns

Social networking websites have become very popular with Internet users as one of the latest forms of online communication tools. Blogs, recurrently updated web pages with a series of archived postings in social network websites have been discussed as a useful information sharing platform for knowledge management in a collaborative work environment. However, blogs generate growing concerns regarding information privacy issues. This study, based on social capital theory, presents exploratory results about bloggers’ information sharing behavior. The survey results indicate that trust which has four second order factors: economy based trust, trust in reciprocity, trust in other bloggers and trust in social interaction positively affects bloggers’ information sharing behavior. However, online information privacy concerns have a negative impact on the relationship between trust and bloggers’ information sharing behavior

Personalization & Trust-Enhancing Signals in E-Commerce

Despite worldwide growing revenue rates in e-Commerce, a lot of economic potential remains unused, which is manifesting in low conversion rates. Only a fraction of website visitors can be transformed to website buyers, which may be explained by a lack of trust in the retailer. In e-Commerce, trustworthiness can be signaled through special stimuli presented on the website as interaction platform between customer and retailer. By personalization of these signals, consumers can conveniently collect information needed to reduce their individual risk concerns. The objective of this study is to understand whether and how the personalization of trust-enhancing signals has an effect on trusting attitudes, buying intentions and buying behaviors. First promising preliminary results refer to the central importance of trust-enhancing signals for both a trustworthy impression and trust-related buying behavior. These insights will hold practical and managerial implications for web designers, online retailers and the integration of personalization into the business model