Internet Marketng Group Work

8/3/2019 Internet Marketng Group Work

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Role of Trust in

E-Commerce Success

Presented By:

Nur Faida Fauzan

Nur Azierah Abd Rahman

Wan Noraniza Wan Ismail

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Value of Trust

• Book : Sociologists define trust as social capital, that is, a

feature of social organization that makes possible

coordination and cooperation between people. (Misztal, B. A.

1996)

• Journal : In the business world, management scholars have

shown that trust is a predictor of workplace satisfaction.

(Driscoll, J. W, 1978)






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Value of Trust (con’t)

• Book

Basically, there is widespread agreement that trust isessential for a variety of human experiences, includingbusiness. It is reasonable to assume that the importance of trust in the offline world is duplicated in the online

environment of e-commerce. The e-commerce environmenthas many features in common with the offline environment.For example, economic exchange occurs online as it does inthe offline environment. It is likely that economic exchangeon the Internet would not occur without trust, as in theoffline environment. Similarly, trust likely reduces risk, fear,

and costs online. Trust probably also contributes to onlinecooperation and is vital for online exchange relationships.Trust is social capital, online as well as offline. It is likely thatwithout trust, successful e-commerce is not possible.(Karcher, B., Coorritore, C. L. & Wiedenbeck, 2005)






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Seven critical factor affectingtrust

Factor

Usefulness

Ease of use

Benevolence

Competence

Integrity

Risk

Reputation






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Seven critical factor affectingtrust (con’t)

• Usefulness.

- How relevant is a Web site in helping users achieve their goals? Inan ecommerce setting, such features as the product catalog’s qualityand product price comparisons with similar Web sites contribute tomaking the Web site useful.

• Ease of use.

-How easy is it to navigate the Web site? This generally answers thequestions; can I find the product I want to buy? How easily can Ilocate the product’s description page? Does the organization of theinformation I need make sense? Does the site support my browser?Do I need a specific configuration to use the site?






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• Reputation.

- Do external parties have relevant opinions about the Web site ortheir previous experiences? For example, are discussion boardcomments and user feedback about this site positive or negative?

•

Integrity.- Does the Web site exhibit honesty and ethical behavior? This

addresses user information security, privacy concerns, and useridentity disclosure. Most users are skeptical of divulging personalinformation to a Web site whose user privacy protections andsecurity features are fraught with inadequacies. Basically, whatdoes the site do with the information that I supply?

• Benevolence.

-Will the Web site act according to the users’ best interests? Forexample, an important contributing factor is the user’s perceptionthat information on the Web site includes unbiased statements thatare generally true, verified, consistent, and not misleading.






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• Competence.

-Do the Web site’s authors possess adequate skills, knowledge,professionalism and abilities to perform the tasks the user requests?Most users tend to look for positive cues that signal a professionallydesigned site, which tends to reinforce the site’s trustworthiness. If the cues are negative, such as extensive use of animations, insecure

and inefficient technology, typographical errors, or incoherent text,few users will trust the site to handle financial transactions. Wouldyou trust a doctor who could not spell?

• Risk

- Is there a potentially negative impact of using Web site services?

Most risks apply to the user personally, such as identity theft orfraud, information disclosure, and so on. This is the only factor thatrelates negatively to trust (as risk increases, trust decreases).

Book : (Ofuonye, E. & et al, 2008)






Technology Trust

Technology trust is derived from the security mechanisms and standardizedroutine business processes embedded in the e-commerce technologies.

The foundations of technology trust are the technical safeguards, protectivemeasures, and control governance mechanisms that aim to provide reliabletransactions from standardized routine transactions and detective

mechanisms embedded in the ecommerce technology.

Dimensions of technology trust include security services and best businesspractices.

Security services examine(a)confidentiality

(b)Integrity(c) Authentication(d)Non-repudiation(e)Access controls(f) Availability of e-commerce systems, operations and transactions

Book: (Ratnasingam, 2005)






7 ways to help customersTrust your E-Commerce Website

1. Everything they need to know

2. Testimonials and Reviews

3. Tell them what they just bought

4. Show customer you care

5. State your personal data policy

6. Post your return policy7. Provide contact information






Everything they need to know

• A shopping customers online is relying on you

to provide information about the product that

can use to make a purchase decision. They can’t

hold the product to see their fit,weight, size etc.

•

So your role as online merchant is tol tell themall you can about the product.






Testimonials and Reviews

• Testimonials and reviews about your businss

and products not only can help customers learn

more about the products you sell,they also candevelop trust in your business.

• Encourage existing customers to review the

products they buy.

• Write recomendation about their experience in

buying your product.






Tell them what they just bought

• At every step of the checkout process it's

important that customers know exactly what's

in their shopping cart.

• They will feel more confident in completing the

purchase when checkout screens clearly show

each item number, the item cost and product

details -- such as color and size -- so they can

verify everything is correct.

• Always give a customer the ability to change

quantities at the checkout






Show customer you care

• Showing customers that you understand their concerns

reassures them that can trust your site.

• If your business is use an especially secure method of

handling credit card transactions, make that clear by

including images of the appropriate seals on your site. It's

just as important to tell customers that you have these

measures in place as it is to actually have them, and don't

assume customers will know this automatically.

• Ensure that your SSL certificate is always up to date and

that your PayPal account is confirmed. Remember too, that

the absence of seals and security statements reflect

negatively on your site.






State your personal data policy

• For every piece of data that you collect from a customer,

make sure to clearly state how you will use it. If you're

going to sell it to someone, then you need to tell your

customers. If you want to share the data with affiliates or

other businesses, ask your customers' for permission and if

you don’t get it -- don't share it.






Post your return policy

• Be clear about your business's return policy. If items are

broken, if they don't fit or if the customer just plain wants

to send it back, make it clear what your return policy is and

how a customer should go about returning the item. If you

don’t accept certain items on return, then state this clearly,

too.

• This information should be available to customers before

they commit to purchasing the item, and it's also a good

idea to include it in the email confirming the sale.






Provide contact information

• If you don’t provide a contact phone number for customers

to contact you if something goes wrong, or if they have

questions about their order or products it will give negative

image for your company

• Providing an email address and a contact form go part of

the way towards redressing the situation but you must

reply promptly. Also be aware that some people prefer to

browse online and then order by phone. If you don’t give

them a way to contact you, you'll lose out on sales.

• When you operate an online store, your website design has

to do the work for you.



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Internet Marketng Group Work