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1
Medicine for mum
2
Growth of e-Commerce
3http://ebaystrategies.blogs.com/ebay_strategies/2011/10/live-stream-blogging-from-ebaypaypals-xcomme...
Trust and distrust in science
4
 Interdisciplinary term
 No conventional definition
 Trust and distrust as two
independ...
Research into trust in e-Commerce
 Research attention on
separate trust factors
 Interchangeable trust
components and
de...
6
Scornful Distrust
High Distrust Cautious Distrust
Low Distrust
Low Trust Usual Trust
High TrustStressed Trust
Expected G...
Cheese for a mouse
7
Scornful Distrust
Cautious Distrust
Low Distrust
Low Trust Usual Trust
High TrustStressed Trust
Expec...
Research goal 8
Expected purchase size
Probability of loss
Probability of purchase
Possible loss size
Trust
Distrust
Decis...
Preparation phases
9
1. Defining trust and distrust factors
2. Development and validation of a questionnaire
3. Prototypin...
Prototypes
10
11
Experiment
Results
12
Expected purchase size
Probability of loss
Probability of purchase
Possible loss size
Trust
Distrust
Decision a...
Recommendations 13
Trust and distrust factors
TRUST DISTRUST
Subjectiv
e
 importance of the purchase
 power and probability of
positive emo...
Product-related factors 15
Probability of purchasing a poor
quality product
16
Distrust

Good product descriptions
17
Trust 
Reviews on the product
18
Trust 
Search possibilities
19
Trust 
Website-related factors 20
Lack of “about us” and contact info
21
Distrust

Authenticity of the online store
22
Trust 
The degree of confidentiality
23
Distrust

Usability issues
Trust  Fix usability problems
 Clarify the purchasing process
Distrust

24
Delivery-related factors
 Poor reliability of the chosen way of delivery
 Convenience of delivery
 Add descriptions how...
Main takeaways
26
1. Trust and distrust are two independent
phenomena
2. Destroy distrust before you build trust
3. Conduc...
27
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User Trust and Distrust in e-Commerce

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. 1
  2. 2. Medicine for mum 2
  3. 3. Growth of e-Commerce 3http://ebaystrategies.blogs.com/ebay_strategies/2011/10/live-stream-blogging-from-ebaypaypals-xcommerce- innovate.html
  4. 4. Trust and distrust in science 4  Interdisciplinary term  No conventional definition  Trust and distrust as two independent phenomena  Multiple-value estimate
  5. 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. 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. 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. 8. Research goal 8 Expected purchase size Probability of loss Probability of purchase Possible loss size Trust Distrust Decision about a purchase
  9. 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. 10. Prototypes 10
  11. 11. 11 Experiment
  12. 12. Results 12 Expected purchase size Probability of loss Probability of purchase Possible loss size Trust Distrust Decision about a purchase
  13. 13. Recommendations 13
  14. 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
  15. 15. Product-related factors 15
  16. 16. Probability of purchasing a poor quality product 16 Distrust 
  17. 17. Good product descriptions 17 Trust 
  18. 18. Reviews on the product 18 Trust 
  19. 19. Search possibilities 19 Trust 
  20. 20. Website-related factors 20
  21. 21. Lack of “about us” and contact info 21 Distrust 
  22. 22. Authenticity of the online store 22 Trust 
  23. 23. The degree of confidentiality 23 Distrust 
  24. 24. Usability issues Trust  Fix usability problems  Clarify the purchasing process Distrust  24
  25. 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. 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. 27

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