Trust online and the opinion of former consumers
- Literature review
- Internet and the concepts of risk and trust
- Factors of trust in online commerce
- Research methodology and methods
- Research methodology
- Population and sample
- Data collection, editing and coding
- Data analysis and findings
- In depth interviews
- Questionnaires
This study examines the issue of trust and the influence of the opinion of former users in electronic commerce. The lack of trust is the main reason why people are still reluctant to purchase online. Lack of trust is due to many reasons in online business, no physical contact, risk of theft of personal data or credit card number. In order to create long term relationship with their customers and so, increase consumers trust into electronic commerce, building trust is today the main challenge for web marketers. The objectives of this dissertation areto show the importance of creating trust in online commerce and the influence of trust in decision making process. Moreover, the researcher shows the importance of former users opinion in the decision making process of consumers. First, the researcher present a review of marketing literature conserning topics in relation with online commerce like trust and risk online, web specificities, online security, reputation etc. Then, by primary research, the researcher confirms two hypotheses which are: The opinion of former users is important in the decision making process of new consumers by reducing risk and creating trust. Creating trust is essential for companies to succeed in electronic commerce. The findings of this research could be interesting for companies that have a commercial web site or for companies that want to start an online business. This research could be interesting for a web marketer to develop tools in order to increase consumer trust on his web site.
[...] Then, thanks to a primary research, the researcher tried to confirm on two hypotheses which are: o The opinion of former users is important in the decision making process of new consumers by reducing risks and creating trust. o Creating trust is essential for companies to succeed in electronic commerce. The findings of this research could be interesting for companies that have a commercial web site or for companies that want to start an online business. This research could be interesting for a web marketer to develop tools in order to increase consumers trust in his web site. [...]
[...] The trust that a consumer can have in an online store can be due to the positive past experience with this web store (Pavlou, 2003) TRUST AS AN ELEMENT OF ONLINE SUCCESS “Since consumers may be apprehensive about buying something they cannot see, touch or feel, trust is a key to overcome the barriers of internet shopping” (Shek et al as cited by Salo and Karjaluoto, 2007). According to Pavlou and Ward (2002), Keen (1999), Stewart et al (2002) as cited by Pavlou (2003), trust is the foundation of e-commerce, the most important component of consumer-marketer transactions. [...]
[...] In order to validate my Masters degree in marketing, I conducted a dissertation on Online Trust. This questionnaire will help me understand factors that create Online Trust and the influence of the opinion of past users in an online purchase. This questionnaire will take only a few minutes of your time and is very important to achieve my research’s objectives. Thank you for your collaboration in answering these questions. Best regards, Pierre Albenque Do you think that we can purchase with trust online? [...]
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