FöRFATTARE
Xiling, Zhou; Xiangchun, Liu

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
Business-to-Consumer (B2C) e-commerce is expected to grow up at aggressive rates in future years. Since e-commerce stretches interactions over space and time, and thus requires more trust than traditional shopping. So, as one of the most important factors that is slowing down this growth is the lack of trust of potential customers. Therefore, Developing customers' initial trust in e-businesses is critical for many online vendors, especially for startup companies.The purpose of this paper is to investigate how interface design can help to build initial trust in B2C e- commerce sites based on the antecedents of trust from past studies. We found a strong relationship between interface quality and trust. As well as we identified cues in the user interface that help to build trust to some extent , and some cues that have a great potential for destroying trust.

ISSN 1404-5508 / ISRN LTU-SHU-EX--05/097--SE / NR 2005:097