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A web trust-inducing model for e-commerce and empirical research

Published: 15 August 2005 Publication History

Abstract

Trust is critical to the success of e-commerce. Despite the richness of e-trust literature, it is lack of empirical research on this area. So in this paper, we made a review on the e-commerce trust studies, both the literature and empirical studies. Basing on relevant trust literatures we presented a web trust-inducing model and proposed four hypotheses. This model consists of four dimensions, namely graphic design, structure design, content design and social-cue design. In order to test the original model and hypotheses, an online survey was conducted. The results of this study provide support for a majority of the original design features. Finally we identified 12 trust-inducing features, and by applying them, the e-commerce merchant might anticipate fostering optimal levels of trust in their customers. The revised model we present is a reasonable starting point for developing a friendly interface for inducing trust in e-commerce.

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cover image ACM Other conferences
ICEC '05: Proceedings of the 7th international conference on Electronic commerce
August 2005
957 pages
ISBN:1595931120
DOI:10.1145/1089551
  • Conference Chairs:
  • Qi Li,
  • Ting-Peng Liang
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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 15 August 2005

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Author Tags

  1. electronic commerce
  2. empirical research
  3. interface design
  4. trust-inducing

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