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Communicating customer trust in E-commerce through website design

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dc.contributor.advisor Dr. Vatcharaporn Esichaikul (Chairman) en_US
dc.contributor.advisor Prof. Dentcho N Batanov (Member) en_US
dc.contributor.advisor Prof. Phan Minh Dung (Member) en_US
dc.contributor.advisor Dr. Anulark Techanitisawad (Member) en_US
dc.contributor.author Pimmanee Rattanawicha en_US
dc.date.accessioned 2015-01-12T11:24:34Z
dc.date.available 2015-01-12T11:24:34Z
dc.date.issued 2005 en_US
dc.identifier.other AIT Diss no.IM-05-02 en_US
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/652
dc.description 145 p. en_US
dc.description.abstract Trustworthiness has been cited as one of the most important factors in the completion of commercial transactions, and this is as true for today’s e-commerce systems. In the ecommerce environment, people do business by interacting with a customer interface which, in this case, is an Internet vendor’s website. Thus, websites must be designed appropriately to induce feelings of trust on the part of the customer, which will influence the decision to buy from a specific website. The objective of this research was to identify how website design factors can affect customer trust in Internet commerce. The research consisted of two parts. The purpose of the study in Part I was to investigate significant trust-inducing website design features and their categories. In this part, a twophase empirical study was conducted. In Phase 1, Part I of the study, respondents were asked to rate the importance of various website design features in terms of their trust for Internet commerce. Forty-six features were identified and grouped into nine categories using factor analysis and reliability analysis. In Phase 2 of the study in Part I, a different group of respondents were asked to decide whether each of these 46 features and nine categories was a Hygiene factor (a “must have” factor), or a Motivator (a “good to have” factor). The purpose of the research in Part II of the study was to examine relationships between website design features and their categories, which lead to a customer’s perceived trustrelated quality in an Internet vendor’s website, and four other e-commerce trust constructs: (1) trusting beliefs (an individual’s perceptions of a specific Internet vendor’s attributes), (2) trusting intentions (one’s intentions to engage in trust-related behaviors with a specific Internet vendor), (3) propensity to trust (a person’s willingness or tendency to trust others), and (4) institution-based trust (an individual’s perceptions of the Internet environment). In this part, a website of an Internet jeweler was developed with all 46 trust-inducing website design features revealed in Part I of the study. An empirical study was conducted with subjects using this developed Internet jeweler website. The results of Part II of the study indicated that a customer’s perceived trust-related quality in an Internet vendor’s website would positively influence his/her trusting beliefs in that Internet vendor, and his/her trusting intentions to engage with that Internet vendor. The findings determined that a customer’s trusting beliefs in an Internet vendor would positively influence his/her trusting intentions to engage with that Internet vendor. It was also concluded that a customer’s propensity to trust would have positive influence on his/her trusting beliefs and trusting intentions towards an Internet vendor as well as on his/her perceptions of the Internet environment. Moreover, the results indicated that a customer’s institution-based trust would positively influence his/her trusting beliefs and trusting intentions towards an Internet vendor. The study also determined that all 46 trust-inducing website design features and nine categories of features would significantly influence a customer’s trusting beliefs and trusting intentions towards an Internet vendor. It can be concluded from these findings that it is possible to increase customer trust in an Internet vendor by improving trust-related quality in that Internet vendor’s website. en_US
dc.description.sponsorship Royal Thai Government and Chulalongkorn University, Thailand en_US
dc.language.iso en en_US
dc.publisher Asian Institute of Technology en_US
dc.relation.ispartofseries AIT Publications; en_US
dc.subject Electronic commerce en_US
dc.subject Communication en_US
dc.subject Information technology en_US
dc.title Communicating customer trust in E-commerce through website design en_US
dc.type Dissertation en_US


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