A Study of factors Influencing Consumers¡¦ Trust in Fortune-Telling Websites
Abstract
Many people still worry the security problem of shopping on the Internet, although Internet shopping is getting more and more popular. Based on a survey in Asia Pacific region in 2001 by VISA, Taiwanese interviewees have the lowest trust in online shopping. It would seriously impede the development of electronic commerce. However, on the other hand, Fortune-Telling, a very popular activity in Chinese community for thousand of years, has been embedded in almost every hot portal website and become its milk cow. Consumers are willing to not only pay a fee for the service, but also disclose personal information such as birth date, etc. If we can understand more about how consumers¡¦ trust in Fortune Telling website are influenced, it would give some implications for a website to get more trust from its consumers. The purpose of this research is to find factors influencing consumers¡¦ trust in Fortune-Telling websites.
This research adopts three major research methods: experiment, interview and grounded theory. Based on literature review and an interview to a professional fortune-teller, a primitive conceptual research framework is developed and an experimental fortune-telling web site is thus established. There are twenty subjects joining the experiment. Most of subjects are interviewed twice, before and after learning the fortune telling results. Then the grounded theory research procedure is applied to the conversations of interviews. Finally, a consumer trust model of the fortune-telling website is established. The model shows that Well-Known, Product, Profession& Integrity, and Content of Website are main factors influencing customers¡¦ trust.
Key words: trust, electronic commerce, fortune-telling, grounded theory, trust model
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0730103-105750 |
| Date | 30 July 2003 |
| Creators | Chang, Kuo-Wei |
| Contributors | Fen-Hui Lin, Tung Ching Lin, Hsiang-chu Lai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730103-105750 |
| Rights | campus_withheld, Copyright information available at source archive |
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