The choice of mechanisms and technologies to build online trust in e-commerce website and the influence of personal characteristics
<p>Aim of this study was to investigate the preference of mechanism and technologies to build online</p><p>trust among consumer towards e-commerce website. Mechanisms and technologies that being studied</p><p>were secure communica...
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| Format: | thesis |
| Language: | eng |
| Published: |
2011
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| Subjects: | |
| Online Access: | https://ir.upsi.edu.my/detailsg.php?det=9911 |
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| Summary: | <p>Aim of this study was to investigate the preference of mechanism and technologies to build online</p><p>trust among consumer towards e-commerce website. Mechanisms and technologies that being studied</p><p>were secure communication channel mechanism, interaction with past consumers, clear policy, website</p><p>design, third party services, company information, and products or services information. The</p><p>selection of mechanisms and technologies are influenced by the gender, e-commerce experience,</p><p>Internet experience and personality being study to investigate influence of these factors. This</p><p>study adopted quantitative approach, use questionnaire as instrument and samples were 226</p><p>postgraduate from one of the public institutions of higher education (IPTA) in Malaysia. To</p><p>determine the effect of the selection mechanism and the existence of such technology, comparison of</p><p>mean values using t test and ANOVA test were performed. It was found that only Internet experience</p><p>affects online trust towards e-commerce website while gender, type of personality and e-commerce</p><p>experience do not influence online trust. For e-retailing and e-service website, clear policy is</p><p>the most important mechanism to build online trust while for e-banking website, third party</p><p>services has been selected. E-commerce website in future is recommended to have these seven trust</p><p>triggers to attract consumers to engage with e- commerce transactions. Overall, secure</p><p>communication channel is the most important technology for e-commerce website to build online trust among consumers.</p><p></p> |
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