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Putting the Human Back into e-Business: Building Consumer Initial Trust through the Use of Media-Rich Social Cues on e-Commerce Websites
Abstract
Consumers’ lack of trust is identified as one of the greatest barriers inhibiting business-to-consumer (B2C) e-commerce. This may be partly attributable to the lack of face-to-face interpersonal exchanges that support trust behavior in conventional commerce. It was proposed that initial trust may be built by simulating face-to-face interaction. To investigate this, an extensive laboratory-based experiment was conducted to assess the initial trust in consumers using four online vendors’ websites with a variety of still and video images of sales personnel, both Western and Saudi Arabian. Initial trust was found to be enhanced for websites employing photographs and video clips compared to control websites lacking such images; also the effect of culture was stronger in the Saudi Arabian setting when using Saudi photos rather than Western photos.
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