Trust-Building in Electronic Markets: Relative Importance and Interaction Effects of Trust-Building Mechanisms
نویسنده
چکیده
We examine the relative and complementary effectiveness of trust-building strategies in online environments. While prior research has examined various antecedents to trust, we investigated two trust-building mechanisms more in depth: Web site trust and vendor reputation. We tried to understand the relative effectiveness of these two important mechanisms to provide online businesses with a clear recommendation of how to establish trust in an effective and efficient manner. Drawing from the literature on trust, we proposed vendor reputation to be more effective than Web site trust. Moreover, we examined a potential complementary effect of these mechanisms so as to provide online businesses with a deeper understanding of how to derive superior trust. We hypothesize a small such effect. The study proposes a laboratory experiment to test the model.
منابع مشابه
Evaluation of E-Trust Building Structures Interact With Transportation
Transportation industry is the most dynamic components of any society. In the twenty-first century, with the growth of technology and the widespread use of the Internet and the emergence of e-commerce and e-business interaction and active transportation industry deserves to have a wide range of electronic services to the transportation community to take advantage of the investors of the new and...
متن کاملIdentification of factors influencing building initial trust in e-commerce
Nowadays, consumer trust is identified as one of the most important factors in electronic commerce (e-commerce) growth. This has led much research to investigate the role of trust in e-commerce and determine the factors which influence trust in this area. This paper explores factors which are engaged in building initial consumer trust in online shopping when a consumer wants to buy from a websi...
متن کاملBuilding Trust in Online E-markets through Dual Deposit under Feedback Aggregated Mechanism
Building trust is very important because fraud has been on rise in online electronic markets. Trust allows participant in online electronic markets to overcome perceptions of risk and uncertainty and make a deal. This paper proposes a design of a mechanism of building trust in online electronic markets. The interesting aspects of this mechanism is that it not only improves reputation rating mea...
متن کاملEvidence of the Effect of Trust Building Technology in Electronic markets: Price Premiums and Buyer Behavior
Despite the wide use of reputational mechanisms such as eBays Feedback Forum to promote trust, empirical studies have shown conflicting results Cynthia Beath was the accepting senior editor for this paper. as to whether online feedback mechanisms induce trust and lead to higher auction prices. This study examines the extent to which trust can be induced by proper feedback mechanisms in electro...
متن کاملEvidence of the Effect of Trust Building
Despite the wide use of reputational mechanisms such as eBay’s Feedback Forum to promote trust, empirical evidence has shown conflicting results on whether online feedback mechanisms really induce trust and lead to higher auction prices. This study examines the extent to which trust can be induced by proper feedback mechanisms in electronic markets, and how some risk factors play a role in trus...
متن کامل