Trust in electronic commerce business relationships (original) (raw)

Selected issues of trust between transaction partners in e-commerce

European Journal of Service Management

Despite of a growing understanding of the benefits associated with e-commerce, characteristic for this form of trading lack of direct contact between the sellers and the buyers, enforces a strong emphasis on building customer trust. The aim of this article is to present the characteristics and properties of electronic commerce and its impact on customer trust in this form of trading as well as indication of activities to build and strengthen customer confidence in e-commerce. The article tries to verify the following hypothesis: the characteristics of e-commerce, in particular the spatial distance between the seller and the buyer, points to the need to give an important role to build the trust of customers to this form of trading, The article layout has been subordinated to achieve the pursued objectives and to verify the hypotheses. The article presents the following issues: benefits and possible risks of online trade, the impact of e-commerce features on customer trust and confidence as well as selected, essential activities that serve this purpose.

INVESTIGATING THE FORMATION OF TRUST IN E-COMMERCE RELATIONSHIPS (RESEARCH IN PROGRESS

2001

As customer relationships constitute an important new asset category for the digital economy organization, the role of trust becomes vital for establishing and maintaining successful relational exchanges between the business and the consumer. Drawing from established theoretical work on trust and relationship marketing, a series of trust constructs and trust-building processes are synthesized to propose a framework for the formation of trust in customer-business relationships. The framework is conceptualized in the context of an electronic servicescape, where trust is formed through iterative interactions with promises being made, enabled and fulfilled. This research-in-progress paper concludes by describing the research approach for empirically validating the depicted relationships.

Trust in eBusiness in a Rapidly Changed Economy

2009

The chair of the panel will open the panel with a brief introduction to the importance of the topic of Trust in E-Business in a Rapidly Changed Economy and an explanation of the impetus behind this session. He will then introduce the panelists and explain the procedure and objectives for the session.

Investigating the Formation of Trust in E-Commerce Relationships

2001

As customer relationships constitute an important new asset category for the digital economy organization, the role of trust becomes vital for establishing and maintaining successful relational exchanges between the business and the consumer. Drawing from established theoretical work on trust and relationship marketing, a series of trust constructs and trust-building processes are synthesized to propose a framework for the formation of trust in customer-business relationships. The framework is conceptualized in the context of an electronic servicescape, where trust is formed through iterative interactions with promises being made, enabled and fulfilled. This research-in-progress paper concludes by describing the research approach for empirically validating the depicted relationships.

Trust and relationship building in electronic commerce

Internet Research, 2001

In e-commerce, trust becomes an essential prerequisite for customer relationship building. Drawn from established theoretical work on trust and relationship marketing, a model is proposed aiming to help in highlighting the differences between traditional and e-commerce and to facilitate thinking as to how trust can be built in virtual environments . Conceptualized in the context of an electronic servicescape, the model helps to demonstrate how agent and virtual reality technologies can facilitate the expressiveness required for the formation of trust through iterative interaction with promises being made, enabled and fulfilled.

Analysis of trust in e-commerce

The consumer’s purchase decision to buy on the internet is complex and sophisticated, and trust is a relevant factor (Mcknight & Chervany, 2002) and have a strong impact on their purchasing decisions (Kim, Ferrin, & Rao, 2008). So, and according to Wang & Emurian (2005) the future of ecommerce depends, basically, on trust. In the context of buyer-seller relationships, marketing literature finds different attributes that actually constructs the online consumer’s trust. However, every research focus on only few of them (i.e. perceived security and perceived privacy). This research tries to encompass all the attributes found in the literature in the same model. We conduct this research in three steps: First of all a literature review followed by a qualitative research in order to encompass all the factors that constructs online trust. And finally we conduct a quantitative analysis through an online survey in order to make relevant conclusions. Evidence shows that consumers have a positive attitude towards purchase on internet, although the confidence is lower than purchasing offline. Evidence are also very clear in the importance that consumers give to trust. This research reveals that consumers are fully aware of the importance of trust in ecommerce. Concerning the attributes that are relevant in e-trust, which is the central part of this research, this research conclude that there are some factors knowingly important for consumers. In order: Social presence, Security, Company’s information, Product information, Buying experience, Brand of the e-vendor, Recommendations, First impression of the webpage, Privacy policy, Familiarity, Ease-of-use of the webpage and Size of the e-vendor. This results has some interesting managerial implications as well: Marketers should consider the importance of trust for consumers demonstrated in this research. Furthermore, marketers also should consider the importance of the factor’s explained.