Triggering Trust: To What Extent Does the Question Influence the Answer When Evaluating the Perceived Importance of Trust Triggers?

Abstract

Trust is a critical component of business to consumer (B2C) e- Commerce success. In the absence of typical environmental cues that consumers use to assess vendor trustworthiness in the offline retail context, online consumers often rely on trust triggers embedded within e-Commerce websites to contribute to the establishment of sufficient trust to make an online purchase. This paper presents and discusses the results of a series of studies which took an initial look at the extent to which the context or manner in which trust triggers are evaluated may exert influence on the perceived importance attributed to individual triggers. We hope that our investigations will help inform the evaluation approaches adopted to assess consumer trust.

Affiliations

Aston University

Birmingham, UK, B4 7ET

[phone]

Contributors

Jo Lumsden

Conference

Publication date: September 2009

Publication date (Print): September 2009

Pages: 214-223

DOI: 10.14236/ewic/HCI2009.25

Copyright statement: © Jo Lumsden. Published by BCS Learning and Development Ltd. People and Computers XXIII Celebrating People and Technology, Churchill College Cambridge, UK

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: People and Computers XXIII Celebrating People and Technology

Conference acronym: HCI

Conference number:

Conference location: Churchill College Cambridge, UK

Conference date: 1 - 5 September 2009

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Computers XXIII Celebrating People and Technology

Product

Product Information: 1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2009.25

Self URI (journal page): https://ewic.bcs.org/

Categories

Series title: Electronic Workshops in Computing