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Trust in B2C E-Commerce Interface
Abstract
Electronic commerce (e-commerce) is changing the way people make business transactions, especially in the business- to-consumer (B2C) area, and it is becoming a significant global economic force. Since Internet technologies and infrastructures to support e-commerce are now in place, attention is turning to psychological factors that affect e-commerce acceptance by online users and their perceptions of online transactions. One such factor is trust, seen to be key to the proliferation of e-commerce. Trust has existed as long as the history of humans and human social interactions, and it has been studied long before the emergence of the Internet or e-commerce. With respect to consumer behavior, studies have mainly focused on trust and trust relationships in the off-line world and have emerged from numerous disciplinary fields since the 1950s (Corritore, Kracher, & Wiedenbeck, 2001). These disciplines, including philosophy, sociology, psychology, management, marketing, ergonomics, human-computer interaction (HCI), and industrial psychology (Corritore, Kracher, & Wiedenbeck, 2003), have together contributed an extensive body of literature on trust in general, and therefore, they are important grounding points for the examination of trust in the online world. However, “trust is an extraordinarily rich concept, covering a variety of relationships, conjoining a variety of objects,” as Nissenbaum (2001, p. 104) has pointed out. Due to the complex and abstract nature of trust, each discipline has its own understanding of the concept and different ways to conceptualize it according to the features of a particular context. There are almost certainly many potential sources of influence that promote or hinder online trust. However, the current article focuses on the HCI or interface design perspective in inducing online trust, that is, to use what consumers can see on an e-commerce interface to affect their feelings of trust toward the online merchant that the e-commerce interface represents.
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