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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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      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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      Aston University

      Birmingham, UK, B4 7ET

      +44 (0)121 204 3470
      September 2009
      September 2009
      : 214-223
      © 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

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


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