Trusting technology: introduction
Communications of the ACM
Communications of the ACM
Communications of the ACM
Designing trust into online experiences
Communications of the ACM
Establishing online trust through a community responsiblity system
Decision Support Systems
Online Communities: Designing Usability and Supporting Socialbilty
Online Communities: Designing Usability and Supporting Socialbilty
On-line trust: concepts, evolving themes, a model
International Journal of Human-Computer Studies - Special issue: Trust and technology
Building Effective Online Marketplaces with Institution-Based Trust
Information Systems Research
The Effect of Web Site Perceptions on Initial Trust in the Owner Company
International Journal of Electronic Commerce
A Trust Model for Consumer Internet Shopping
International Journal of Electronic Commerce
Toward a Generic Model of Trust for Electronic Commerce
International Journal of Electronic Commerce
International Journal of Electronic Commerce
Exploring relationships between products characteristics and B2C interaction in electronic commerce
Journal of Theoretical and Applied Electronic Commerce Research
Journal of Management Information Systems
A Research Agenda for Trust in Online Environments
Journal of Management Information Systems
CCR: A Model for Sharing Reputation Knowledge Across Virtual Communities
WI-IAT '09 Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology - Volume 01
What factors influence online brand trust: evidence from online tickets buyers in Malaysia
Journal of Theoretical and Applied Electronic Commerce Research
Hi-index | 0.00 |
Purchasing through virtual market is different from the process that takes place in the traditional market. In this market, things are less tangible and more threatening. Therefore, trust becomes crucial and it is established in a different way. This study examined the effect of testimonials on the level of trust in e-commerce. It also examined the impact of product touch level and price on the effect of testimonials. Two mock e-commerce sites were used, one with testimonials and the other without. The experimental approach simulated a complete shopping process with students whose age was between 21 and 30, on a fully functional website, with subjective and objective behavioral measures. The subjective measures were based on two questions that participants were asked along the experiment. The objective measures consisted of metrics such as navigation patterns in the site, number of products in the shopping cart, and readiness to enter credit card number. The presence of testimonials had a greater impact on users with little internet-based shopping experience, was associated with increased trust, and was more significantly pronounced for price than for product touch level. In addition, the results showed that a decreased level of trust was associated with higher prices. The impact of testimonials is accounted for in terms of history sharing and building an online community.