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Title:
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EFFECTS OF SOCIAL PRESENCE AND CULTURAL REPRESENTATION ON WEBSITES FOR PROMOTING TRUST IN B2C E-COMMERCE - A SAUDI ARABIAN STUDY |
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Author(s):
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Khalid Al-diri , Dave Hobbs , Rami Qahwaji |
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ISBN:
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972-8924-23-2 |
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Editors:
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Sandeep Krishnamurthy and Pedro Isaías |
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Year:
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2006 |
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Edition:
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Single |
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Keywords:
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e-Commerce, B2C, Initial Trust, Photograph, Video Clip, Saudi Arabia |
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Type:
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Short Paper |
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First Page:
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323 |
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Last Page:
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327 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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B2C (Business to Consumer) e-commerce suffers from consumers lack of trust, and most of the research in e-commerce focuses on how to build trust through cues that encourage consumers to purchase goods on-line. Currently the Internet lacks the face-to-face interpersonal exchanges that enhance trust behaviour in conventional commerce. A study was therefore carried out to compare on-line consumers initial trust on four on-line vendors websites with three social presence cues of a person representing customer support These cues were a Western photo, a Saudi photo, and a Western video clip, as well as no photo, investigated through an extensive lab experiment. It was found that the photograph and video clip enhanced the initial trust compared to having no photo; also the effect in the Saudi Arabian context was stronger with the Saudi than with the western photo. |
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