This study examines the issue of trust and the influence of the opinion of former users in electronic commerce. The lack of trust is the main reason why people are still reluctant to purchase online. Lack of trust is due to many reasons in online business, no physical contact, risk of theft of personal data or credit card number. In order to create long term relationship with their customers and so, increase consumers trust into electronic commerce, building trust is today the main challenge for web marketers. The objectives of this dissertation areto show the importance of creating trust in online commerce and the influence of trust in decision making process. Moreover, the researcher shows the importance of former users opinion in the decision making process of consumers. First, the researcher present a review of marketing literature conserning topics in relation with online commerce like trust and risk online, web specificities, online security, reputation etc. Then, by primary research, the researcher confirms two hypotheses which are: The opinion of former users is important in the decision making process of new consumers by reducing risk and creating trust. Creating trust is essential for companies to succeed in electronic commerce. The findings of this research could be interesting for companies that have a commercial web site or for companies that want to start an online business. This research could be interesting for a web marketer to develop tools in order to increase consumer trust on his web site.
[...] Then, thanks to a primary research, the researcher tried to confirm on two hypotheses which are: o The opinion of former users is important in the decision making process of new consumers by reducing risks and creating trust. o Creating trust is essential for companies to succeed in electronic commerce. The findings of this research could be interesting for companies that have a commercial web site or for companies that want to start an online business. This research could be interesting for a web marketer to develop tools in order to increase consumers trust in his web site. [...]
[...] The trust that a consumer can have in an online store can be due to the positive past experience with this web store (Pavlou, 2003) TRUST AS AN ELEMENT OF ONLINE SUCCESS “Since consumers may be apprehensive about buying something they cannot see, touch or feel, trust is a key to overcome the barriers of internet shopping” (Shek et al as cited by Salo and Karjaluoto, 2007). According to Pavlou and Ward (2002), Keen (1999), Stewart et al (2002) as cited by Pavlou (2003), trust is the foundation of e-commerce, the most important component of consumer-marketer transactions. [...]
[...] With this data, the researcher tried to answer this hypothesis: o The opinion of former users is important in the decision making process of new consumers by reducing risk and creating trust. The questionnaire is composed of 18 questions; it was designed, administrated and collected with the web site www.surveymonkey.com and is attached in French and English in the appendices 2 and 3. After designing the questionnaire, the researcher created a hyperlink and sent it to the communication department of Tisseo with a covering letter. [...]
[...] Credit card logo: Not important at all Less important Pretty important Important Very Important Web site reputation: Not important at all Less important Pretty important Important Very Important Protection of private data Not important at all Less important Pretty important Important Very Important The positive opinion of a website's past user: Not important at all Less important Pretty important Important Very Important The positive opinion of your family, friends and others Not important at all Less important Pretty important Important Very Important 5. [...]
[...] It is important, first due to the influence between consumers to choose brands, and secondly in understanding their purchasing criteria, their level of satisfaction, their brand loyalty, their expectations concerning future products, their price sensitivity, or to obtain data about competitors or other markets (Wind, 1976; Reingen and Kernan as cited by Pitta and Fowler, 2005) FEEDBACK SYSTEM AND CUSTOMER'S WEBSITE REVIEW More than a communication tool, internet is a business place and a very competitive market, where companies try to sell their products to customers who could be reluctant to purchase online due to the specificities of online commerce. [...]
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