AUTHOR
Kulbupar, Tanachai

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
The purpose within this study was to investigate how Thailand B2C companies, which are new comers, with or without well-known brand, using trust strategy manage efficient consumer trust in online business. To conduct this study the following research question were posed: How can these elements, namely Transference, Reputation, Familiarity, Attitude, Risk, Cooperation and Transparency, in Egger’s trust model be applied to trust strategy of B2C companies in Thailand? How can Egger’s trust model be further developed and applied to B2C companies in Thailand for creating more efficiency? From the above discussion, the research methodology was conducted by having multiple case studies of two Thai online companies. We also collected data by interviews and gathered information from both companies’ websites in order to consistent with the theory. The conclusion of this study clearly shows that companies require all elements from the theory in order to create more efficiency in handling consumer trust in their online environment.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/086--SE / NR 2005:086