Trust in Ecommerce: determinants of consumer trust in online shopping and trust-inducing features of interface designTools Wang, Qiongzhen (2017) Trust in Ecommerce: determinants of consumer trust in online shopping and trust-inducing features of interface design. [Dissertation (University of Nottingham only)]
AbstractEcommerce has grown phenomenally in the recent years and trust is believed to be an antecedent before making an online purchase decision. This paper provides an overview of the existing literature studying trust in disciplinary fields and trust-inducing feature of interface design. A survey was conducted empirically to measure the online consumer trust defined in a synthetic research model proposed in this paper. Results show that the proposed determinants are not observed to be associated with the consumer trust in online shopping, and satisfaction and similarity of a consumer at the prior online purchase experience show correlation to their trust in Ecommerce. Practically potential reasons for the observed results are discussed in this paper. What's more, in order to explore the influence of interface design on online trust, another empirical study was conducted to study the trust-inducing features of interface design. Results show that applicability of trust-inducing features of four dimensions(i.e the graphic design, structure design, content design and social-cue design) varies. Features of graphic design are not applicable because of the changing of standard for aesthetic design in interface. Greater structure design of a website is a prerequisite for using and the content design is expected to be detailed as much as possible. Social-cue design is not the most essential feature affecting consumer trust but it is still helpful to increase the trust degree of online consumer.
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