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概要 |
There is widespread interest in the question of how to ensure consumer trust in the face of the social uncertainties characteristic of e-commerce. Enrichment or sophistication of a site’s internal components alone does not necessarily lead to greater customer trust, indicating a need for e-commerce stores to offer consumers further external information. Based on the salient value similarity model of trust, we presented subjects with external information about salient consumer values and attributes of previous buyers and manipulated these variables to investigate their effects on trust-building processes. We found that salient consumer value similarity indirectly increased intention to buy by building trust in a site, while attribute similarity did not. This paper discusses the practical implications of these findings and the direction of future research. |
