Confiabilidade, segurança e a decisão de comprar em plataformas eletrônicas : estudos de validade de uma escala

The digitization of the economy is creating difficulties for traditional companies, jeopardizing the survival of the most resistant to change. With e-commerce platforms, small and micro-businesses can open new channels of communication with consumers, paying attention to some psychological factors that influence the decision to buy online: the perception of security, reputation, trust, appearance and design websites. The purpose of this article is to assess the importance of these factors in the decision to purchase online, using a questionnaire administered online (GoogleForms) to a Portuguese convenience sample (n = 163). The results reveal differences based on sex and consumers’ previous experience in carrying out online transactions, as well as significant associations between some of the dimensions of the online trust scale of Sevim and Hall (2014) and the use of e-commerce platforms. In the conclusions, some proposals for conceptual clarification are presented and the psychometric properties of the scale used are discussed.info:eu-repo/semantics/publishedVersio

An Empirical Analysis of Dimensional Trust in Online Group Buying Sites

Building websites that generate adequate perception of ability, integrity, and benevolence dimensions of trust amongst even the first-time visitors is critically important for online group buying (OGB) sites; otherwise, visitors may be reluctant to transact. Current literature suggests that certain website features can induce overall trust perception (TP); however, their impact on specific trust dimensions has received little attention resulting in scholarly and managerial lacunae to precisely diagnose and remedy the problem with TP. To address this knowledge gap, this study first categorizes the trust-inducing features and then explores their impact on the trust dimensions of an OGB website in India. The results indicate differential impact of feature categories on the trust dimensions, thereby revealing new insights into the theory and practice of achieving targeted trust perception in online retail stores. The study describes limitations and offers meaningful scholarly and managerial implications

The perceived trustworthiness of electronic word of mouth (eWOM) on attitude towards dietary supplements, purchase intention and behaviour for dietary supplements amongst female adolescents in Saudi Arabia

Social networking sites (SNS) such as MySpace, Twitter and Facebook provide effective communication platforms that influence the purchase behaviour of brands for many age groups particularly adolescents. These platforms offer boards of online engagement by user-generated content to share, like and exchange their experience and opinions through electronic word of mouth (eWOM). The aim of this study is to investigate perceived trustworthiness of eWOM dimensions; volume, valence and perceived source expertise of eWOM influence on attitude, purchase intention and purchase behaviour towards dietary supplements amongst Saudi female adolescents. Due to rapid socio-economic changes in Saudi Arabia (SA), healthy food intake was replaced by high-calorie diet and sedentary behaviour. The proposed model for this study investigates purchase behaviour in social media by using the three dimensions of perceived trustworthiness of eWOM. The sample size was 1,027, and a non-probability sampling technique was adopted. The targeted population ranged from 11-19 years old. The covariance-based structural equation modelling (CB-SEM) were performed by using AMOS software. The findings reveal that the perceived trustworthiness of eWOM dimensions show a significant influence on attitude, purchase intention and actual purchase behaviour towards dietary supplements. Interestingly, the perceived body image and time spent on social media do not moderate the relationship between the perceived trustworthiness of eWOM and attitude towards dietary supplements. This study contributes to marketers’ strategy implementation through cooperation with social influencers. In food marketing, labelling should be provided including nutritional facts and re-branding healthy food. Moreover, Policy makers should seriously consider banning fast food from schools and initiating social marketing campaigns. In order to control use of dietary supplements, it should be by prescription only and risk assessments should be introduced as well

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

Online consumer trust: a multi-dimensional model

Consumer trust is widely heralded as an essential element for the success of electronic commerce, yet the concept itself is still clouded in confusion by the numerous definitions and points of view held across multiple disciplines. It is the aim of this paper to synthesise the viewpoints from across the disciplines and bring them together in a multi-dimensional trust model. It is hoped that in doing so, these broad assortment of views will highlight the true underlying nature of trust in the online environment. From these multiple disciplines, three dimensions of trust emerged: dispositional trust, institutional trust and interpersonal trust, each bringing its own influencing factors into the overall intention to trust. From this model emerged the notion that the consumer as an individual is central to the understanding of trust, and in turn that the individual’s personality and culture form the foundation for the development of trust

Consumer online purchase behaviour: perception versus expectation

Conceptualising online customer behaviour is very important, as more and more customers are interested in buying products through online. To capture online customer behaviour, this study has conducted empirical research in Bangladesh among general online customers who have experience in online buying or have an intention to buy from online boutique websites in Bangladesh. In this regard, the quality-purchase interaction model that was developed, based on both customer perception and the expectation of buying online from business-to-consumer electronic-commerce in Bangladesh, was used to capture actual customer behaviour or behavioural intention for online purchasing. We conducted path analysis through LISREL to reveal the causal relation between independent and dependent variables. There are some significant differences between online buying behaviour and the behavioural intention to buy online, that is between customers who have experience of online buying from a boutique website and those who have the intention to buy online but have not yet gotten an online buying experience

Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach

By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups was analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, aim of this study is to minimise the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method

The interplay of trustworthiness and perceived risk and their influence on consumer’s acceptance of self-service technology innovations: the case of Digipost by Posten Norge AS

This paper looks at factors influencing consumer’s attitude formation in the light of adopting a new self-service technology (SST). Previous research has shed light on the importance of trustworthiness and risk, however, the literature does not account for the multidimensionality of these constructs or lacks understanding of how they operate on different levels. Similarly, self-efficacy was previously found to be an important antecedent for attitude formation towards SST, but is rarely included in the analysis. To bridge this gap, we examine data on a sample of Norwegian consumers and their attitude towards Digipost, the digital mailbox service of Posten Norge. We test direct effects of different dimensions of trustworthiness, perceived risk and self-efficacy on attitude towards the SST innovation. The results suggest that all factors contribute to attitude formation towards SST in some way, with time risk exhibiting the strongest influence. Managers are therefore recommended to place particular emphasis on controlling for the differences the antecedents that cause resistance in adapting SST innovations.nhhma

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

UNDERSTANDING CONSUMER TRUST IN SOCIAL COMMERCE WEBSITES

The social commerce represents a new form of electronic commerce mediated by social networking sites. It provides companies with competitive tools for online promotion, and it also assists consumers to make better-informed purchasing decisions based on the sharing of experiences from other consumers. Trust is important in social commerce environment as it serves as a foundation for consumers to evaluate product information from companies as well as from other consumers. However, extant literature still lacks clear understanding of the nature of trust in social commerce. This study sets out to understand trust development in social commerce websites. Specifically, based on trust transference theory, we develop a research model to examine how consumer trust in social commerce impacts their trust in the company and their electronic word of mouth intention. In addition, we also examine how customers’ prior transaction experience with a company could impact their social commerce trust development and serve as a mediator in the trust transfer process. The research model is empirically examined using a survey method consisting of 375 users of a social commerce website. This study contributes to the conceptual and empirical understanding of trust in social commerce. The academic and practical implications of this study are also discussed