Building consumer trust online
Communications of the ACM
Measuring Factors that Influence the Success of Internet Commerce
Information Systems Research
The development of initial trust in an online company by new customers
Information and Management
Factors Impacting Customers' Initial Trust in E-Businesses: An Empirical Study
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences - Volume 07
Trust transference in brick and click retailers: An investigation of the before-online-visit phase
Information and Management
Examining customers' trust in online vendors and their dropout decisions: An empirical study
Electronic Commerce Research and Applications
The Effect of Web Site Perceptions on Initial Trust in the Owner Company
International Journal of Electronic Commerce
Building online trust through privacy practices
International Journal of Information Security
What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology
International Journal of Electronic Commerce
The role played by perceived usability, satisfaction and consumer trust on website loyalty
Information and Management
Trust and TAM in online shopping: an integrated model
MIS Quarterly
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Establishing customer trust in an online vendor requires the provision of an environment in which customers can overcome their fear and reluctance about shopping transactions by forming trust and positive perceptions about the online vendor. This paper studies the impact of the colors of e-commerce websites, as an atmospheric variable of the interface, on customer trust. The effect of the colors of e-commerce websites on customer trust has only been indirectly examined in terms of website characteristics, such as website quality and usability, where color is viewed as a key interface attribute. Thus, the relationship between color itself and trust remains largely under investigated. To address this gap, this paper presents an exploratory qualitative study on how customers develop trust in an online vendor, as a result of the colors of the e-commerce website. The empirical findings provide theoretical and practical implications regarding the effect of web stores color on trust.