As the use of e-commerce websites continues to increase, and with cybercrime on the rise, trust in a website has become an important issue. Hence, online stores invest time, money and effort in their website design; they must design websites in a manner that creates a strong bond of trust between consumer and retailer. This thesis examines the relationship between web design features and trust while taking into consideration the cost of the items. Web design features were considered and classified into 5 dimensions: (1) Graphic Design, (2) Structural Design (3) Content Design (4) Social Cue Design and (5) Perceived Security. Three methods were used to study this relationship. The first was an online survey of the features of websites that generated trust. The survey specifically addressed the issue of item cost. The second was an experimental manipulation of web design features and item cost. Participants were asked to directly contrast four different website designs so to determine which features matter more to trust. Item cost was an explicit part of the manipulation, comparing the same websites promoting an expensive and an inexpensive item. The final task was a structured interview. Generally, it was found that different features did affect trust. Features that fell within the category of graphic design dimension were the least important while features classified as content design dimension were the most important. However, features from every category mattered. The effect of item price was more ambiguous, but some features mattered more for inexpensive items (a convenient layout for fast product selection) whereas other features tended to be more important for expensive items (i.e., product information and detail). This study also discovered (through the interview primarily) that interactivity in a website is a relatively new feature that has an affect on consumer trust. The type of interactivity varied as a function of item cost. / Submitted in partial fulfillment of the requirements for the degree of Master of Electronic Commerce

This research investigated the ability of online video to mediate the development of trust in the e-merchant, against the following objectives: (1) determining the drivers of consumer trust in an online environment, (2) investigating the perception of trust in an e-merchant in the absence of video, (3) investigating the perception of trust in an e-merchant in the presence of video and (4) investigating the impact of video mediated trust drivers on the consumer’s willingness to purchase and recommend the e-merchant. The research recommends that businesses in a ‘clicks’ environment, or those in a mortar & bricks environment that maintain a degree of online presence, would do well to consider the prominent usage of video on their websites as a means of mediating trust between the consumer and the online brand.

This research investigated the ability of online video to mediate the development of trust in the e-merchant, against the following objectives: (1) determining the drivers of consumer trust in an online environment, (2) investigating the perception of trust in an e-merchant in the absence of video, (3) investigating the perception of trust in an e-merchant in the presence of video and (4) investigating the impact of video mediated trust drivers on the consumer’s willingness to purchase and recommend the e-merchant. The research recommends that businesses in a ‘clicks’ environment, or those in a mortar & bricks environment that maintain a degree of online presence, would do well to consider the prominent usage of video on their websites as a means of mediating trust between the consumer and the online brand.

The overall purpose of this study is to determine the impact of social media on customer trust in small e-businesses. In addition, this research study seeks to find answers in particular on the level of improvement or enhancement, if any, that the use of social media has on consumer trust. Trust is an essential aspect in any business regardless of its size. Trust is what drives customers to purchase vendor products and services. In this digital age, small e-businesses are selling their products online. However, the lack of trust has been a major concern and a contributing factor to small businesses’ failures. This research uses a mixed-methods research design, utilizing two different approaches both qualitative and quantitative methods used alongside of each other. The first part of our findings presents the qualitative results from the interviews with a number of small e-businesses owners, and the second part shows the quantitative results from online surveys with the consumers. With the analysis of the two components of the study based on the results from the responses of the small e-business owners and the online consumers, we can infer that social media marketing has indeed greatly affected and changed the present small e-businesses trends. Our findings indicate that social media is at the present used as a trustworthy reference to gather information about the products and services of small e-businesses. The power of social media has also allowed customers and small e-businesses owners to build relationships and establish trust from their constant communication.

The electronic commerce, or e-commerce, grows each year and with this type of commerce comes unique problems that regular commerce does not have to deal with. E-commerce means that consumers cannot physically touch goods nor have face to face conversations with the retailer. Thus e-commerce involves unique trust issues compared to regular commerce. A key factor for the success of e-commerce is actively working towards gaining consumers trust and one aiding tool to do just that is using web design to gain it. The purpose of this study has been to generate a greater understanding of how web design influences consumer trust towards e-shops. To answer the studies research questions a literature review combined with a group interview and a survey has been carried out. The conclusion of this study points toward that concepts within web design influences consumer trust by various degree. Structure and layout were concepts of e-shops design that is of most importance for gaining consumer trust, even if the aesthetic appearance of e-shops is important.

<p>The popularity of personal computers and recent advances in Internet technology has provided companies with a new medium for selling their products and increasing their customer base. Due to the influx and acceptance of these new possibilities for both users and businesses, all the more organizations are choosing to exploit electronic commerce. This concept is nothing new or novel, but over the years recent development in the domain of e-commerce has increased tremendously and it has become more commonplace and viable as a solution for customers to easily and effectively shop for products and services. One reason for users not to do an online purchase is feelings of uncertainty and dependency on the unknown, but more importantly a lack of trust for the vendor and the technology involved in the transaction. The focus of this report is on aspects of user trust in business-to-consumer e-commerce and how specific factors of e-commerce, i.e., usability, web site design, security, transference and privacy, influence user trust in e-businesses.</p><p>Eleven respondents who had some experience in e-commerce purchases were interviewed using open-ended questions to find out how they perceived trust in general and how certain factors influence their perception of trust in e-commerce. The results of this study show that usability, web site design, security, and transference and privacy, directly influence user trust in e-businesses since these factors lie closest to the user and are deciding factors for the users and influence their decisions regarding transactions in e-commerce. These results can be of importance for vendors since they show how the customers perceive trust and which factors can directly influence their trust in a vendor and their experience with e-commerce and that the factors can play a deciding role on whether or not a customer will make a purchase.</p>

Konsumenter använder och förlitar sig i allt större utsträckning på andras åsikter som lagtsupp på recensionssidor på nätet. Nyligen har dock skandaler uppmärksammat förekomsten avmanipulation av recensioner vilket lett till att recensionssajters trovärdighet kan ifrågasättas.Tidigare forskning har också gett tvetydiga svar på huruvida folk litar på recensioner ellerinte.Att utforska det här ämnet är viktigt eftersom marknadsförare måste förstå sig påkonsumenters förtroende för onlinerecensioner då dessa kan användas som ett kraftfulltmarknadsföringsverktyg och som ett nytt element i marknadsföringsmixen. Den här studiensyftar till att utforska konsumenters förtroende för onlinerecensioner genom att undersökavarför man litar på recensioner och vad som gör en onlinerecension pålitlig. Genomanvändandet av en modifierad version av Shannon och Weavers kommunikationsmodell, kanen recension struktureras kring elementen meddelande, sändare, mottagare, kanal ochåterkoppling. Den här studien implementerar en kvalitativ metod där semistruktureradeintervjuer använts för att få en djupare förståelse för intervjuobjektens känslor och tankar.Studiens resultat indikerar att konsumenter inte litar på individuella recensioner, utan snararepå systemet med onlinerecensioner i sin helhet; antalet recensioner nämndes som den mestinflytelserika faktorn för att skapa tillit. Studien visar också att den som läser recensionerframförallt använder meddelandet för att avgöra om en recension är pålitlig eller inte. Pågrund av avsaknaden av information om personen som skriver recensionen är meddelandetdet enda läsaren verkligen kan utvärdera. / Increasingly, consumers are using and relying on the opinions of others posted on onlinereview sites. However, recent scandals has brought attention to the existence of reviewmanipulation and questioned the credibility of online review sites. Furthermore, previousresearch has shown conflicting findings on whether or not consumers trust online reviews.Exploring these matters becomes important since marketers need to be able to understandconsumer trust in online reviews as it then can be used as a powerful marketing tool and as anew element of the marketing communication mix. The aim of this study is to exploreconsumer trust in online reviews by investigating why people trust online reviews, and whatmakes an online review trustworthy. This is accomplished using a modified version of theShannon and Weaver communication model which is structured around the elementsmessage, sender, receiver, channel and feedback. The study employs a qualitative methodusing semi-structured interviews in order to gain a deeper understanding of the thoughts andfeelings of the interviewees. The findings indicate that consumers do not put their trust inindividual reviews, but in the online review system as a whole; the number of reviews postedwas mentioned as the most influential factor for creating trust. The study shows that readersof reviews primarily use the message to determine whether a review is trustworthy or not.Because of the lack of information about the person writing the online review, it is the onlything the reader can truly evaluate.

This research investigates ways to help shoppers evaluate physical products via the Internet. The primary research issue is, therefore, how to provide experience vicariously. The study was undertaken in three parts. First, an extensive range of Web sites belonging to Internet-based retailers was examined, together with literature on vicarious experience and Web page design. These helped to explore the question of ‘What components of Web-based representations of physical products might assist shoppers when trying to evaluate those products as part of a purchase decision?’ Online store systems that are representative of the main communication styles found in the Web survey were then evaluated in a series of laboratory-based experiments. This second part of the study makes a broad assessment of the impact of representative technologies on the product evaluation process. Finally, a smaller-scale, more targeted investigation was conducted, also using a laboratory-based experiment. This third part of the study assesses the impact of an individual’s evaluation style on the perceived success of representative technologies.

Since internet was born digitalization has flourished and led to technological innovations that opened up new opportunities on the market. In the retail sector, the digitalization and development of mobile devices, tablets and social media have changed the traditional trade both online and in physical stores. In order to cope with the challenge of digitalization and to meet consumers' new expectations, more companies have begun offering customers a seamless customer experience between physical and digital stores, called omnichannel. Omnichannel represents a very favorable opportunity for companies to exploit synergies between channels to synchronize interactions with consumers across multiple channels. The purpose of this paper is to investigate perceptions of the link between omnichannel strategy and consumers trust. Since the purpose of the study is to increase understanding of perceptions about the connection between omnichannel strategy and consumer trust, we have chosen a qualitative research method. Our empirical evidence was collected through six interviews with experts in the field of omnichannel and people that have experience of omnichannel as a strategy. The result shows that respondents perceive that companies can use different channels to create trust, but different channels have different conditions. For example, it is harder to build trust through digital channels if they are not linked to a physical store. Omnichannel can therefore create synergies in which the company can benefit from each channel's trust-making features. However, respondents perceive that omnichannel is very difficult to organize and can create major problems for companies unable to handle this integration of the channels.

Authenticity issues and fraudulent practices regarding animal products are affecting consumer confidence. Verifying the description, composition, processing or origin of foods can be challenging. To explore British and Kurdish consumers’ perceptions of kebab meat products, focus groups and questionnaire surveys were applied. About 40% of participants in the UK tend to purchase fewer processed meats after the European horsemeat scandal. Issues raised by participants indicated their concerns about the declaration of species, meat content, and other ingredients incorporated in kebab and other meat products. Lack of consumer trust has been linked to authenticity issues. Reactions towards the addition of fat-replacing inulin were positive by more than half of respondents. A further study aimed to investigate the effect of commercial inulin (CI) and Jerusalem artichoke (JA) tubers as fat replacers on the eating quality and overall acceptability of kebabs. Inulin flour prepared from JA by a simple protocol presented advantages with about 10% higher cooking yield and overall acceptability when compared with CI. Levels of inulin as low as 0.5% were detected in meat products using enzymatic assay, which could be relevant to detect additives and enforce labelling requirements. The authenticity (origin and species) was investigated in fish samples from commercial markets in Erbil, Kurdistan Region of Iraq (KRI). The declared fish species was checked using DNA barcoding with Cytochrome b region. A 10 % rate of mislabelling occurred only for wild common carp (Cyprinus carpio), with 9 out of 12 discovered to be the related species goldfish (Carassius auratus), which was deemed to be accidental rather than deliberate fraud. Such occurrences were from street markets and fishmongers, while none were from supermarkets. Wild and farmed common carp samples were not discriminated by DNA barcoding. Further fingerprinting using compositional profile and nearinfrared spectroscopy (NIRS) together with chemometric analysis aimed to predict composition and discriminate between wild and farmed common carp and species identity. NIRS-predictions of composition and some macrominerals of fish have a strong correlation with the references. NIRS with chemometric analysis is promising, but were not satisfactorily accurate for micro-minerals. Even with no clear solution from principal component analysis (PCA), NIRS-PCA may contribute to discriminating sample groups, but not for authentication when used alone. Having reliable techniques for authentication of food of animal origin may discourage deliberate replacement in retail, wholesale and international trade, and may contribute to reductions in food mislabelling, therefore protecting consumers from fraudulent practices.