Title: Designing online stores that build
trust
Abstract: Building
customer trust remains one of the main challenges facing electronic
commerce
today. The formation of trust is still an open issue largely because
previous
research efforts have not explained trust formation as a process which
can
be influenced through a number of discrete interaction stages with the
vendor.
We present an empirically tested model that describes these stages and
shows
that customers come to trust incrementally as they assess the online
vendor’s
benevolence, competence, integrity and predictability. Based on these
findings,
we derive a set of principles and practical guidelines that can inform
and
guide the development of trust-centric online stores.
Author: Peggy Papadopoulou and Darkoulis
Martakos