Building Trust in Ecommerce - Quantitative Analysis

27 Pages Posted: 23 Dec 2004

See all articles by Pawel Kossecki

Pawel Kossecki

The Polish National Film, Television and Theatre School; Leon Kozminski Academy of Enterpreneurship and Management

Date Written: January 2004

Abstract

More than 40 elements, which play significant role in trust building, were identified. They may be considered as belonging to one of the distinguished areas: communication with clients, payment process, shipment of goods, post-sale service, privacy of clients, external trust transfer and other.

Author elaborated a quantitative method, based on the multi-parameter comparative analysis, which allowed comparison level of trust building in different shops. Method was used for the analysis of 30 polish shops.

Author introduced trust indicators, based on use of different trust elements in Web Shops and determined for every shop the trust level in each area.

Correlations among trust indicators, which describe trust level in appropriate areas, and indicators, which describe client's tendency to do shopping, were analyzed. Such an analysis allowed examining the influence of the trust building, in different areas, on encouraging clients.

Main conclusion is: lack of proper communication with clients, proper care for personal data and external trust transfer, as well as lack of care for payment comfort and security, has definitely negative influence on the client trust to make shopping with the Internet.

Note: Downloadable document is in Polish.

Keywords: E-Commerce, Trust, Privacy, Relationship marketing

JEL Classification: C19, K10, M31

Suggested Citation

Kossecki, Pawel, Building Trust in Ecommerce - Quantitative Analysis (January 2004). Available at SSRN: https://ssrn.com/abstract=633843 or http://dx.doi.org/10.2139/ssrn.633843

Pawel Kossecki (Contact Author)

The Polish National Film, Television and Theatre School ( email )

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Lodz, 90-323
Poland
+48-604-771-422 (Phone)

Leon Kozminski Academy of Enterpreneurship and Management ( email )

ul. Jagiellonska 59
03-301 Warsaw, Malopolska 33-300
Poland
+48-604-771-422 (Phone)

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