A web trust-inducing model for e-commerce and empirical research

Abstract

Trust is critical to the success of e-commerce. Despite the richness of e-trust literature, it is lack of empirical research on this area. So in this paper, we made a review on the e-commerce trust studies, both the literature and empirical studies. Basing on relevant trust literatures we presented a web trust-inducing model and proposed four hypotheses. This model consists of four dimensions, namely graphic design, structure design, content design and social-cue design. In order to test the original model and hypotheses, an online survey was conducted. The results of this study provide support for a majority of the original design features. Finally we identified 12 trust-inducing features, and by applying them, the e-commerce merchant might anticipate fostering optimal levels of trust in their customers. The revised model we present is a reasonable starting point for developing a friendly interface for inducing trust in e-commerce.

How does personality affect trust in B2C e-commerce?

“…In their 'call to arms', Marsh and Meech [22] challenged website designers to start thinking about how trust can be facilitated in the initial ('grabbing') stages of online engagement, claiming that websites can be designed in such a way that trust is an integral part of the design rather than an afterthought. Several researchers have indeed considered the components and structure of an e-Commerce website design that might induce trust in consumers (e.g., [1,2,4,5,8,13,15,32,36,39]). Factors such as branding, ease of use, professional look-and-feel, website structure, channels available for communication with the vendor, privacy, policies, and third party assurance mechanisms have been collectively recognized as being essential to consumers' assessment of trust.…”

“…Amongst these, we looked for agreement on the validity of trust triggers. Yang et al [39], Jarvenpaa et al [15], and Akhter [1] verified that availability of customer testimonials and feedback is important when attempting to engender consumer trust. Yang et al [39] and Akhter [1] confirmed that user-friendly interface design and navigation, and readily available information on the vendor's processes and policies, trigger development of trust amongst consumers.…”

“…Yang et al [39], Jarvenpaa et al [15], and Akhter [1] verified that availability of customer testimonials and feedback is important when attempting to engender consumer trust. Yang et al [39] and Akhter [1] confirmed that user-friendly interface design and navigation, and readily available information on the vendor's processes and policies, trigger development of trust amongst consumers. Independently, Yang et al [39], Jarvenpaa et al [15], and Cheskin Research [4] concluded that branding -that is, the display of a prominent logo which easily identifies a vendor -is a significant environmental cue during the development of trust.…”

“…Yang et al [39] and Akhter [1] confirmed that user-friendly interface design and navigation, and readily available information on the vendor's processes and policies, trigger development of trust amongst consumers. Independently, Yang et al [39], Jarvenpaa et al [15], and Cheskin Research [4] concluded that branding -that is, the display of a prominent logo which easily identifies a vendor -is a significant environmental cue during the development of trust. Yang et al and Cheskin Research [4,39] also agreed on the importance of logos for third party certification and/or seals, professional interface design, and the availability of both online and offline channels of communication between the consumer and vendor.…”

“…Independently, Yang et al [39], Jarvenpaa et al [15], and Cheskin Research [4] concluded that branding -that is, the display of a prominent logo which easily identifies a vendor -is a significant environmental cue during the development of trust. Yang et al and Cheskin Research [4,39] also agreed on the importance of logos for third party certification and/or seals, professional interface design, and the availability of both online and offline channels of communication between the consumer and vendor. Akhter [1] and Cheskin Research [4] agreed that up-todate technology and security measures (e.g., the use of Secure Sockets Layer (SSL) technology) are verifiable trust triggers.…”