User Trust and Distrust in e-Commerce
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Research into factors of trust and distrust in e-Commerce applying Kupreychenko’s trust and distrust concept
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User Trust and Distrust in e-Commerce
- 1. 1
- 4. Trust and distrust in science 4 Interdisciplinary term No conventional definition Trust and distrust as two independent phenomena Multiple-value estimate
- 5. Research into trust in e-Commerce Research attention on separate trust factors Interchangeable trust components and determinants Trust and distrust as two poles of one continuum Students’ research samples 5
- 6. 6 Scornful Distrust High Distrust Cautious Distrust Low Distrust Low Trust Usual Trust High TrustStressed Trust Expected Gain Possible Loss Probability of Loss Probability of Gain Total Distrust Excessive Trust Kupreychenko’s concept
- 7. Cheese for a mouse 7 Scornful Distrust Cautious Distrust Low Distrust Low Trust Usual Trust High TrustStressed Trust Expected Gain Possible Loss Probability of Loss Probability of Gain Total Distrust Excessive Trust A piece of cheese Life High DistrustHigh Distrust Stressed TrustStressed Trust
- 8. Research goal 8 Expected purchase size Probability of loss Probability of purchase Possible loss size Trust Distrust Decision about a purchase
- 9. Preparation phases 9 1. Defining trust and distrust factors 2. Development and validation of a questionnaire 3. Prototyping of two e-commerce sites
- 10. Prototypes 10
- 11. 11 Experiment
- 12. Results 12 Expected purchase size Probability of loss Probability of purchase Possible loss size Trust Distrust Decision about a purchase
- 14. Trust and distrust factors TRUST DISTRUST Subjectiv e importance of the purchase power and probability of positive emotions from the purchase importance of wasted money on undelivered products power of negative emotions from undelivered products Objective good product descriptions reviews on the product search possibilities authenticity of the online store usability of the online store and the payment process convenience of delivery probability of purchasing a poor quality product lack of contact information the degree of confidentiality difficulties in dealing with the interface of the online store and the payment process poor reliability of the chosen way of delivery 14
- 16. Probability of purchasing a poor quality product 16 Distrust
- 18. Reviews on the product 18 Trust
- 21. Lack of “about us” and contact info 21 Distrust
- 22. Authenticity of the online store 22 Trust
- 23. The degree of confidentiality 23 Distrust
- 24. Usability issues Trust Fix usability problems Clarify the purchasing process Distrust 24
- 25. Delivery-related factors Poor reliability of the chosen way of delivery Convenience of delivery Add descriptions how critical situations will be resolved Distrust 25 Trust
- 26. Main takeaways 26 1. Trust and distrust are two independent phenomena 2. Destroy distrust before you build trust 3. Conduct user research to understand your customers’ needs and fears 4. And remember: life is always a bit more complex than any research results…
- 27. 27
Editor's Notes
- Hi! I’m Tatiana, a UX Researcher and Designer with a background in psychologyI have been for 4 years in the UX field. I worked for a usability agency in Moscow for 2 years, and for last 2 years I did a PDEng in User System Interaction. I like to understand how people think and behave and WHY they do so. And today we will talk about user trust and distrust in eCom, but firstly let me start by telling you a brief story
- The case with the Latvian online store e-saimnieciba.lv
- In the light of a rapid growth of e-commerce some experts are already discussing an opportunity to take “E” out of e-commerce. As a result, the issues of trust and distrust in the e-commerce field have acquired an increasing urgency. Trust in e-commerce sites is one of the factors in making a purchase. Today I’d like to talk to you about a small study that I conducted with my colleagues from Moscow. To start, I’ll go through usual milestones for any scientific research and tell you a bit more about theoretical trends in the research of trust and distrust in general and in the e-commerce field, in particular, then Ill describe how we conducted our study and the results we obtained, and I’ll finish with recommendations that you as practitioners could apply to your online stores. QUESTIONS
- Many social sciences extensively has been conducting research into trust, and trust has become the interdisciplinary term. This integration has had a positive influence on the development of trust and distrust research, although it also makes constructing an integral model of trust and distrust more complicated. And although trust is one of the basic psychological phenomena, a conventional definition of trust does not yet exist. Recently, the understanding of trust and distrust as two poles of one continuum has shifted to the understanding of trust and distrust as two independent phenomena that have some connections between each other. Moreover, a single-value estimate of trust as a positive factor of interaction and of distrust as a negative factor has been also changed to an understanding of the multiple-value influence of these factors on successful interaction.
- Currently, there is a significant amount of applied research focused on identifying factors that increase a level of trust to e-commerce. However, these studies specify only a number of separate factors or group factors affecting user trust. Different authors define only some factors as ‘key factors, whilst ignoring other factors. Trust compOnents and detErminants are interchangeable. The same factor in different studies can be an independent and a dependent vAriable. Trust and distrust (if distrust is taken into account) are still examined as two poles of one continuum. Often samples in these studies consist purely of students, which limits the opportunities to apply the results to the whole population.
- From the prospective of the current theoretical trends the concept of trust and distrust developed by Kupreychenko looks very promising. According to this theory, trust is the relationship between the size of the expected gain and its probability; distrust is the relationship between the size of the possible loss and its probability. Depending on these parameters, different levels of trust and distrust can be defined. Let me give a couple of examples…
- Cheese in a mouse-trap for a really hungry mouse has the potential to save its live (a big expected gain), but the mouse has already seen how the trap works and knows that the probability of getting the cheese is very small. They’re characteristics of stressed trust. On the other hand, the size of possible loss is the life of the mouse and probability of this is very high. So the mouse has high distrust. This situation illustrates the combination of stressed trust and high distrust.
- In the current research, we aimed to overcome the disadvantages of applied research into trust and distrust in e-Commerce by applying Kupreychenko’s trust and distrust concept. By doing this, we defined Trust as the readiness to purchase based on the estimation of a proportion of the expected purchase size and its probability, and distrust as the rejection to purchase based on the estimation of a proportion of the loss size and its probability.
- The preparation for the study involved several steps: Firstly, based on the expert evaluation, we defined and grouped factors based on the general principles: (1) the size of the expected purchase and its probability, and (2) the size of the loss and its probability. Secondly, we developed and validated a questionnaire for defining the levels of trust and distrust Finally, we developed prototypes of two e-commerce sites.
- We had about 20 factors affecting trust and distrust. We will take a close look to them a bit later, for now I just wanted to say that based on variations of the factors we developed 2 prototypes: High Trust & Low Distrust and Low Trust & High Distrust For example, we varyed amount and quality of information about a product, search possibilities, types of delivery and payment and others.
- We recruited 30 participants who were representative of the main target audience of online stores and asked them to make a decision about a purchase of a cell phone in our online stores and to explain reasons of their decision. Each participant interacted with each prototype, followed by a prototype evaluation using the questionnaire. We gathered qualitative and quantitive info
- The research has showed that there is a significant positive correlation between the level of trust and the size of expected purchase, on one hand, and the level of distrust and the size of possible loss, on the other. Moreover, we found that there is a significant negative correlation between the distrust level and the outcome of the purchasing decision (-0.60). This point proves that the final decision to purchase depends on the level of distrust, meaning that the higher the level of distrust, the lower the probability that the customer will make a decision to buy a product. It seems logical because we always regret more losing what we had than what we could have had. Analysis of gathered qualitative data showed that the main reason for the positive decision about purchasing is product characteristics. However, if e-commerce sites encourage a rise of distrust the participants pay increasing attention to web-site characteristics.
- To build trust in your online store, firstly, you have to destroy distrust. а именно на формирование ощущения надежности и безопасности сайта коммерческой направленности, формирование у потребителя ощущения «личного контакта» с продавцом.
- There are two categories of the factors: subjective and objective. The subjective factors inherent in your target audience you can reveal by carrying out user research. The objective factors are related to the online store. They also have some specifics depending on the target audience but also some common characteristics that I would like to share with you. Let’s take a close look at them.
- http://www.smu.edu.sg/perspectives/2012/06/26/going-organic-singapore-kemena-enterprise-ltd-and-uob-smu-entrepreneurship#.UxYtOfStnPU
- Fire safety Especially important for medicine products, cosmetics, toys and so on Certificates
- Short, with important for the customer features and an opportunity to get more information, if it’s needed
- Combination of good and bad reviews
- Identify what parameters for search important for your users and implement them in search and filters
- The customer will not trust you, if they don’t understand who you are Provide them with this information
- How you describe yourself also matters. The customer shouldn’t have any doubts that you exist
- Explain why you need customer’s personal data and how you will use them With payment and bank cards it’s even more important
- A null level of usability The navigation shouldn’t be confusing and any usability problems have to be fixed. The process of purchasing should be clear for your online shopper. The wizard is a good solution for this. Difficulties in dealing with the interface of the online store and the payment process Usability of the online store and the payment process
- … Also it should include a detailed description of delivery, including approximate time for different stages Descriptions for critical situations should be included, for example, how to exchange the product or any other guarantees.
- Back to the medicine for mum case