Initial Trust Antecedents Leading To Purchasing Intention In B2c E-Commerce Websites
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Date
2016-09
Authors
Aszifa Aris
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Abstract
The evolvement of Internet also gives impact to e-commerce. There is no longer a need for face-to-face interaction between the customer and seller as the transactions can be done virtually. The nature of e-commerce with no face to face interaction and involved intangible entities has led customers to question the validity of the company, products and services. Since website is the representative of the company, customers have to rely on the company website to acquire the information they needed. This situation could lead to information asymmetry and also trust issue. In e-commerce, trust is important in the transaction which involved risk and in situation where the trustor has no direct control over the action of trustee. Online trust is also one indicator of success and failure in online business. The major reason customers do the online transaction is due to trust. Among strategies that are used to develop trust are information quality and third party seals. Information quality is the quality of information delivered by the website. This research classifies the information quality into four components; 1) Information accuracy, 2) Information relevance, 3) Understandability of information and 4) Access to information. The third party seal is an icon or image display on the website to signal customers that the particular website has been reviewed by third party and has fulfilled their requirement. The focus of third party seals is on the position of seals and how it can affect customer noticeability and trust. F-Shaped pattern guideline is applied in
positioning the seal. Customer knowledge on seals becomes a controlled variable in this research. There are four hypotheses formulated in this research. Online survey is used as the data collection method where a total of 82 participants involved in this online survey. The first finding of this research is that customer trust the website that has information quality in term of information accuracy, understandability of information and access to information. Secondly, by placing the third party seals according to F-Shaped pattern guideline could increase the visibility of the seal then influence the noticeability of the seal by customers. Thirdly, customers do feel safe (trust) when they notice the seal but it depends on other factors as well. Other than that, customers concern most on the information quality rather than third party seal or both. Lastly, customer knowledge on the seal is important in locating and noticing the seal. This research contributes to providing an insight about information quality and third party seals position, and their relationship towards customers trust.
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The evolvement of Internet also gives impact , to e-commerce.