Transference as a means of building trust in World Wide Web sites
نویسنده
چکیده
This paper uses cognitive balance theory (Heider 1958) to develop the proposition that transference is a means by which initial trust in unknown organizations doing business on the World Wide Web (WWW) may be established. Trust transfer across hypertext links and from physical to virtual stores is explored. Hypotheses are developed to suggest that consumers’ willingness to buy from a web site is an outcome of both trust in that web site and perceived systemic (i.e., WWW-related) risk. An experiment to test the hypotheses is described. Expected contributions, limitations, and possibilities for future research are noted.
منابع مشابه
On Initial Trust Building for E-Commerce: Revisiting from the Perspective of Signal Theory and Trust Transference
Trust building for consumers has been a main stream of research in e-commerce. However, little research pays attention to how consumers treat the revealed information about warranty, privacy statement, assurance, and related statements. Although this information is provided in real-world settings, their effectiveness has not been fully understood. This study attempts to look into this issue by ...
متن کاملThe Impact of Website Personality on Consumers' Initial Trust towards Online Retailing Websites
E-tailing websites are often perceived to be static, impersonal and distant. However, with the movement of the World Wide Web to Web 2.0 in recent years, these online websites have been found to display personalities akin to ‘humanistic’ qualities and project impressions much like its retailing counterpart i.e. salespeople. This paper examines the personality of e-tailing websites and their imp...
متن کاملEvaluation of E-Trust Building Structures Interact With Transportation
Transportation industry is the most dynamic components of any society. In the twenty-first century, with the growth of technology and the widespread use of the Internet and the emergence of e-commerce and e-business interaction and active transportation industry deserves to have a wide range of electronic services to the transportation community to take advantage of the investors of the new and...
متن کاملAn Algorithm for Predicting Local Trust based on Trust Propagation in Online Social Networks
The objective of online social networking sites is to make it possible to connect people who share common interests and pursuits across different geographical locations. With this, the concept of trust also comes into perspective as the participants reveal a great quantity of personal information in the Web environment. This work adopts web-based Social Networks as the principle means for study...
متن کاملCustomers' Perceived Security: Relative Effectiveness of Trust Transference Mechanisms
Security concerns pose a bigger threat for less known web vendors because of their lack of reputation. However, trust transference provides a mechanism for web vendors to get a higher level of trust. We utilized an experimental design to examine the effect of two trust transference mechanisms on the perceived security of customers for a less known organization. Results of our study indicate tha...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 1999