Building Trust in eCommerce

Abstract

Integrating diverse social media cues such as photos, video streaming, and social networking has become a common marketing strategy to boost consumer trust in an online setting. In this paper, the authors study the influence of social-cue design dimensions such as a facial photo, a video stream, and social networking site on trust through an experiment. The results show that online retailers can enhance consumer trust and stimulate a clear purchase intention by embedding social media cues into a web interface.

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Identifiers

DOI

10.4018/ijtd.288526

Citations and references