| Download | - View accepted manuscript: How Does Personality Affect Trust in B2C e-Commerce? (PDF, 345 KiB)
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| Author | Search for: Lumsden, Joanna; Search for: MacKay, L. |
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| Format | Text, Article |
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| Conference | The 8th International Conference on Electronic Commerce (ICEC'2006), August 14-16, 2006, Fredericton, New Brunswick, Canada |
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| Abstract | Trust is a critical component of successful e-Commerce. Given the impersonality, anonymity, and automation of transactions, online vendor trustworthiness cannot be assessed by means of body language and other environmental cues that consumers typically use when deciding to trust offline retailers. It is therefore essential that the design of e-Commerce websites compensate by incorporating circumstantial cues in the form of appropriate trust triggers. This paper presents and discusses the results of a study which took an initial look at whether consumers with different personality types (a) are generally more trusting and (b) rely on different trust cues during their assessment of first impression vendor trustworthiness in B2C e-Commerce. |
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| Publication date | 2006 |
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| In | |
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| Language | English |
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| NRC number | NRCC 48554 |
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| NPARC number | 5764786 |
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| Export citation | Export as RIS |
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| Report a correction | Report a correction (opens in a new tab) |
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| Record identifier | 41015785-9c2d-4f45-b58e-ab3b945f81ea |
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| Record created | 2009-03-29 |
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| Record modified | 2020-10-09 |
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