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

      People and Computers XXIII Celebrating People and Technology (HCI)

      Computers XXIII Celebrating People and Technology

      1 - 5 September 2009

      Trust, trust trigger, evaluation, e-Commerce

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          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.

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          Author and article information

          Affiliations
          Aston University

          Birmingham, UK, B4 7ET

          +44 (0)121 204 3470
          Contributors
          Conference
          September 2009
          September 2009
          : 214-223
          10.14236/ewic/HCI2009.25
          © Jo Lumsden. Published by BCS Learning and Development Ltd. People and Computers XXIII Celebrating People and Technology, Churchill College Cambridge, UK

          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/

          People and Computers XXIII Celebrating People and Technology
          HCI
          Churchill College Cambridge, UK
          1 - 5 September 2009
          Electronic Workshops in Computing (eWiC)
          Computers XXIII Celebrating People and Technology
          Product
          Product Information: 1477-9358 BCS Learning & Development
          Self URI (journal page): https://ewic.bcs.org/
          Categories
          Electronic Workshops in Computing

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