Inducing Online Trust in E-Commerce

Abstract

Two studies were undertaken to investigate interface design features that might impact customers’ trust in an e-commerce vendor’s Web site. In a first quantitative survey study, experienced Internet users rated 14 features of a synthetic e-commerce interface for their trust-inducing effectiveness. A factor analysis of the ratings partially confirmed a proposed conceptual model of trust-inducing features and yielded the following three factors: (1) visual design, (2) content design, and (3) social-cue design. The comparatively lower ratings on the social-cue design factor motivated a second qualitative analysis of a different group of users’ observations regarding the importance of virtual re-embedding strategies as they may impact trust in an online vendor’s Web site. Users’ reports from interviews generally supported the importance of socially rich Web sites in promoting online trust, and they deepened our understanding of the functionalities and suitability of various communication media for the adoption of virtual re-embedding strategies. The complementary outcomes from both quantitative and qualitative sources of information are anticipated to contribute to future applications and research in e-commerce interface design considerations affecting online trust.