On initial trust building for e-commerce: Revisiting from the perspective of signal theory and trust transference

Li Ting Huang, Cheng Kiang Farn, Kuo Lien Yin

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

6 Scopus citations

Abstract

Trust building for consumers has been a main stream of research in e-commerce. However, little research pays attention to how consumers treat the revealed information about warranty, privacy statement, assurance, and related statements. Although this information is provided in real-world settings, their effectiveness has not been fully understood. This study attempts to look into this issue by employing signal theory and perspective of trust transference. Empirical results gathered from lab experiment show that warranty perception, rather than the assurance itself, is the critical antecedent of initial trust building. Once consumers discredit the revealed information in a web site, the signals will fail to induce consumers' trust. Information from a trusted third party may be an efficient way to build consumer trust. However, it should be noted that information from trusted third party will not be effective if consumers fail to notice them, or misunderstand their meanings. Hence, e-tailers should devote to build initial trust by applying assurance and quality signals from independent institutions.

Original languageEnglish
Title of host publicationProceedings of the 13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy, ECIS 2005
StatePublished - 2005
Event13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy, ECIS 2005 - Regensburg, Germany
Duration: 26 May 200528 May 2005

Publication series

NameProceedings of the 13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy, ECIS 2005

Conference

Conference13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy, ECIS 2005
Country/TerritoryGermany
CityRegensburg
Period26/05/0528/05/05

Keywords

  • Seal
  • Signal Theory
  • Trusted third party
  • Warranty Perception

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