How Do We Build Trust into E-commerce Web Sites?
by Ejike Ofuonye, Patricia Beatty, Ian Reay, Scott Dick, and James Miller
No doubt, lack of trust is a fundamental reason why many users won't purchase goods or services from "faceless" e-commerce Web sites. Building trust into—and maintaining trust in—an e-commerce system is difficult because so many different elements, and their interactions, can impact user trust. Because trust is a subjective, user-centric, context-dependent concept, it's elusive, and we're unlikely to ever realize a unique, universally acceptable definition. "Trust" means different things to different people, reflecting personal goals, predispositions, and experiences. On the Internet, several factors make trust more difficult to build, perhaps explaining why some successful brick-and-mortar retail chains have been unable to translate their reputation to the virtual platform the Web offers.
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