Kaluscha (2005) Consumer Trust in Electronic Commerce

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Consumer Trust in Electronic Commerce - An Interdisciplinary Approach

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CONTRIBUTORS:

Author:

Kaluscha, Ewald A. (b. ----, d. ----)

INSTITUTION ID:

None

SERIES TITLE:

Invited talk at the Seminar Series of the Open University, Milton Keynes, UK, 24th February 2005

YEAR:

2005

PUB TYPE:

Working Paper/Manuscript

WORKING PAPER NUMBER:

None

PAGES:

SUBJECT(S):

online trust, electronic commerce, online retailing, B2C, HCI, review, empirical study

DISCIPLINE:

Computer Science

HTTP:

http://mcs-webhome.open.ac.uk:8080/PublicWeb/website/news_events.nsf/(httpEvents~Daily)/130407E25AEB475380256FAD0038CE54?OpenDocument

LANGUAGE:

English

PUB ID:

103-414-325 (Last edited on 2005/03/28 03:25:35 US/Mountain)

SPONSOR(S):

ABSTRACT:
With an increasing number of consumers using the Internet and more and more of them engaging in online shopping activities, business-to-consumer (B2C) electronic commerce sales are on the rise and - according to many market research companies - expected to grow continuously in the next years. However, the online retail market is currently still dominated by a few big online vendors while many new start-ups and smaller regional online retailers struggle hard to attract and retain customers. One key element, in attracting new customers and convincing them to click the "order button", is the establishment of consumers' trust in the online vendor.

In this presentation:

An overview of prior academic research on trust in B2C electronic commerce and the current state-of-the-art in this field of research will be given.

A recently conducted empirical study on consumers' initial trust formation in an online retail store will be presented. The theoretical background, the empirical results and the contributions of this study to the existing body of online trust research will be discussed.

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