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

Trust in E-Commerce.

Web-based businesses succeed by cultivating consumers’ trust, starting with their beliefs, attitudes, intentions, and willingness to perform transactions at Web sites and with the organizations behind them

A Cognitive Model Of Trust In E-Commerce: Evidence From A Field Study In China

Trust formation in the virtual environment is a complex process and is influenced by a plethora of factors.  This paper proposes a cognitive model of trust in e-commerce based on consumer research and the trust literature. It argues that perceived informativeness, perceived entertainment, and perceived irritation of online shopping, coupled with trust propensity, contribute to a customer’s general trust in e-commerce and intention to use e-commerce.  This model is tested in a field study in China via a survey instrument. Path analysis of data collected shows that all proposed relationships in the model are supported in the hypothesized directions. Results demonstrate that online marketers and Web system designers alike should pay keen attention to elements that may influence an Internet shopper’s cognitive perceptions in order to nurture consumers’ trust in e-commerce and realize the full potentials of doing business online

A study of the significant factors affecting trust in electronic commerce

E-commerce is the process of buying and selling products and services on the internet. This type of transaction is such that customers are able to see the virtual appearance through images, technical information, and video clips of products/services, but cannot obtain the actual experience of face-to-face touch, smell, and visualization. Such virtual experience coupled with the absence of a seller may create a sense of unreliability and vulnerability in the minds of the customers. Moreover, due to the nature of the internet, users are being susceptible to online frauds arising out of the activities of unscrupulous third parties. All these affect the trust of customers in online transactions and thereby affect online purchase decisions. A number of studies have been conducted to identify the factors that affect trust in e- commerce. However, none of these studies have been able to provide a comprehensive list of the factors that affect trust. Moreover, some of the studies had problems relating to use of inappropriate sampling techniques and using student samples and hence, raising issues of representativeness and affecting generalizability of the findings. Some studies also had also problems relating to the statistical techniques being used to analyze the data. Considering these limitations, the present study is undertaken. This present study is complementary to previous studies and aims at answering the following questions: How do we measure trust in online transactions? What are the factors that affect trust in e- commerce? How do the factors affecting trust relate and inter-relate to each other? To answer these questions, a review of the existing literature on factors affecting trust is conducted. This enables to develop the theoretical framework of the study having a number of hypotheses culminating in the development of a model for trust in e- commerce. For the study, a normative survey technique was used. An online questionnaire made it possible to enumerate 789 respondents, responses of 703 were usable. The data collected was screened and pre-tested to see whether they qualify for multivariate data analysis. Once this was ensured, statistical techniques such as exploratory factor analysis using principal component analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM) were applied to test the hypotheses. The findings of the study show that the factors directly affecting trust in e-commerce are market orientation, perceived security and technological trustworthiness, and relational benefit. Moreover, the findings show that user interface quality affects relational benefit. The two factors, 'importance of websites' reputation' and 'social presence' affect trust indirectly with perceived security and technological trustworthiness playing the mediating role. Another factor, 'perceived product and service information quality’ proved to have no relationship with relational benefit. The analysis of the results explaining the inter-relationships led to the confirmation of the model for trust in e-commerce. This model was further tested across samples with differing web experience, age, gender, and income. There were no significant differences in the parameter estimates of the relationships in the model. This indicates that the model is generalizable across different populations. In conclusion, the research has certain contributions to existing knowledge. These include - The development of a comprehensive model explaining the dependence and interdependence of the factors affecting trust in e-commerce. Understanding of trust in e-commerce as a multi-dimensional construct consisting of four dimensions― ability, benevolence, integrity, and predictability. Understanding the role of the direct and indirect influence of the factors affecting trust that led to reduction in risk perceptions. Additionally, the research contributes to certain managerial and business practices. Online businesses need to develop their websites to enable convenience in navigation by improving layout and design features of the websites. Moreover, to cater to the tastes and preferences of customers, e-commerce websites need to provide products and service desired suitable by customers. To attract customers, a sense of warmth and human touch need to be introduced in the websites. Coupled with this, there is the need to improve security features and privacy issues

THE ROLE OF COLOR IN INFLUENCING TRUST THE ROLE OF COLOR IN INFLUENCING TRUST IN E-COMMERCE WEB SITES

Researchers and practitioners have explored multiple techniques for enhancing user trust in e-commerce Web sites. Though these techniques have been incorporated into the design of e-commerce Web sites, recent studies have indicated that they have largely failed to engender trust in the user. This research looks at the role of color in influencing user perceptions of trust in e-commerce Web sites. Color psychology suggests that color has an influence on our perception of the world. It conveys meaning, inspires emotion, and guides the activity of people. Certain colors such as blue are capable of inspiring feelings of trust and credibility. We contend that the dominant design color used in Web site design could influence user perceptions of trust. A pilot study has confirmed these expectations with blue as dominant design color engendering maximum trust in participants. Black as the dominant design color inspired least trust in users

Trading Partner Trust in Electronic Commerce Participation

The growth of business-to-business e-commerce has highlighted the role of computer and communications technologies as well as inter-organizational trust in developing and maintaining business-to-business relationships. Despite the acknowledged importance of trust, only a limited amount of research exists and that examines the role of trust in these relationships. By investigating inter-organizational relationships andtrust in e-commerce, this study will enable us to identify factors leading to successful e-commerce participation (adoption and integration). Drawing on theories such as trust in business relationships, inter-organizational relationship theories, transaction cost economics, and resource dependency theory, this paper develops a conceptual model to examine the impact of trading partner trust in e-commerce participation. The model is currently being tested through multiple in-depth case studies. The findings of the case studies are expected to increase the awareness of e-commerce adopters and implementers about the importance of trading partner trust in e-commerce participation

ONLINE CONSUMER TRUST IN E-COMMERCE

Avec la croissance des ventes sur internet, de nouvelles opportunités commerciales se sont ouvertes dans le domaine des services de réseaux sociaux et commerce électronique. Il est important pour les vendeurs en ligne de comprendre l’utilité de la confiance en ligne, et son influence sur les consommateur.Dans cet article, nous présentons une évaluation des recherches sur la confiance des consommateurs en ligne dans le commerce électronique. Ainsi, dans un premier temps les spécificités de la confiance électronique, et dans un deuxième temps, la confiance dans le contexte du commerce électronique et leurs déterminants seront exposée. Enfin, des éléments de réflexion sur sa dynamique seront proposés.   With the growth of internet sales, new business opportunities have opened up in the field of social network services and e-commerce. It’s important for online sellers to understand the utility of online trust and its influence on consumers.In this article, we present an assessment of research on online consumer trust in e-commerce. Thus, as a first step, the specifics of online trust, and secondly, trust in the context of e-commerce and its determinants will be outlined. Finally, elements for reflection on its dynamics will be proposed.  

An investigation of significant factors affecting consumer trust in e -commerce

The major research goal of this dissertation was to identify the important factors that significantly influence the formation of a consumer\u27s overall trust in a website. By collecting empirical data and applying multivariate statistical analysis, this study achieved this goal; The data for this study were collected through a web page-based survey. Principal component factor analysis was applied to obtain composite scores for some constructs measured with multiple items. Stepwise multiple linear regression analysis was employed to test the hypotheses. A total of five hypotheses with 20 factors were posited and tested in this study. Six factors were identified to have significant influence on the formation of a consumer\u27s overall trust in a website. These significant factors were reputation, website characteristics, service quality, overall satisfaction, perceived risk, and education. This study also examined other relationships as suggested in the model of consumer trust in e-commerce and determined that trust indeed have strong impact on two major dimensions of customer loyalty, purchase intention and likelihood of recommendation

Rethinking Trust in E-Commerce in a Context-aware, Mobile World

Privacy invasion, surveillance and profiling are some identified vulnerabilities as a consequence of trusting context-aware technologies such as smart-phones. With PC-enabled e-commerce transactions, the technological ecosystem was smaller with a corresponding simpler chain of trust. Context-aware technologies such as smart-phones are increasingly being used in initiating and completing commercial transactions. It is argued that newer and richer understanding of the issue of trust informed by mobile commerce is important. Research is needed to understand the nature of trust in context-aware technologies. This might lead on the one hand to valuable insights into the effect of the awareness of risks on user behavior and on the other hand, to suggestions on what can or should be done from the retailer or provider’s side to enhance the communication of risks and privacy issues to users