Triggering trust:to what extent does the question influence the answer when evaluating the perceived importance of trust triggers?


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. © 2009 The Author.

Divisions: ?? 50811700Jl ??
Event Title: 23rd British HCI Group Annual Conference on People and Computers: Celebrating People and Technology
Event Type: Other
Event Dates: 2009-09-01 - 2009-09-05
Uncontrolled Keywords: e-commerce,trust trigger,trust,evaluation,Computer Networks and Communications,Human-Computer Interaction
ISBN: 9781906124878
Last Modified: 26 Feb 2024 08:07
Date Deposited: 10 Dec 2012 13:06
Full Text Link: http://dl.acm.o ... FTOKEN=85627785
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Conference contribution
Published Date: 2009
Authors: Lumsden, Jo (ORCID Profile 0000-0002-8637-7647)



Version: Draft Version

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