The social construction of trust in e-business: An empirical investigation

In this research study, we investigate issues of trust that affect online consumers' decisions to purchase goods on an ebusiness website. What elements of the site interface make a difference in a person’s decision to trust a firm (or not) when visiting the site for the first time with no prior knowledge of the firm? What elements of the website enhance or inhibit the process of the social construction of trust? To investigate these questions, we use a three stage methodology: a content analysis of a pure-play electronic publishing firm's website, a usability analysis of the site, and interviews with members of the team that created the site. The findings indicate that people did not significantly change their evaluations of the trustworthiness of the site after using it, and the elements considered most important in their decision to trust the firm involved a mix of site features related to the transaction process, contact information, the online community, the products, and privacy information..