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Trust and Web Interface
Abstract
In the brick and mortar world, the trading party makes an assessment of the trustworthiness of the counter party and the trading environment by various physical cues such as physical size of organization, its overall infrastructure, face-to-face interactions, physically examining the product etc. However, in the faceless environment of B2B e-commerce, same physical cues are not available and hence, the trading parties rely on the direct ‘contact point’ - the web-interface or the company’s website/portal to interact and communicate with each other. An effective web interface can induce trust in online environment of B2B e-commerce. The levels of assurance in respect of various dimensions may determine effectiveness of web interface. The present chapter makes an attempt to examine the relationship between the levels of assurance in respect of various dimensions of web interface and the level of trust in B2B e-commerce.
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