Consumer Trust in Electronic Commerce - An Interdisciplinary Approach
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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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