Website trust scale analysis

Résumé du document

Following the boom of new information technologies and widespread use of the Internet in the beginning of the 21st century, a new way to commerce and exchange is born: the E-commerce. E-commerce is defined as: "the sale or the purchase of goods or services, by a company, an administration or any kind of public or private entity, done via an electronic network?. The Mediametrie and NetRatings findings in January 2008 show encouraging results for the e-commerce with almost 20 million Internet-buyers in France. The aim of the survey is to determine consumers' trust towards online shops. As part of the survey, we decided to back up our work with a bibliography of famous authors in marketing and social sciences. The results are gathered from different questionnaires and will enable us to analyze different profiles of customers depending on the "trust" variable.

Extraits

[...] Blomqvist exposed the context that makes trust essential: he associates the risk perception with a situation of imperfect information because in total ignorance it is possible only to have faith and/or gamble, and under perfect information, there is no trust but merely rational calculation. The perception of trust depends on the speciality. Personality psychologist draws it as an individual characteristic. Socio-psychologist considers trust as an expectation that is specific to a transaction and the person with whom one is transacting. Economists and sociologists, on the other hand, are interested in how institutions and incentives reduce uncertainty, and in turn increase trust, associated with transactions. In a general way trust is perceived as a weighting of the expectations by the apparent risks. [...]

[...] Consumer trust in B2C e-Commerce and the importance of social presence: David Gefena; Detmar W. Straubb Abstract: Reducing social uncertainty—understanding, predicting, and controlling the behaviour of other people—is a central motivating force of human behaviour. When rules and customs are not sufficient, people rely on trust and familiarity as primary mechanisms to reduce social uncertainty. The relative paucity of regulations and customs on the Internet makes consumer familiarity and trust especially important in the case of e-Commerce. Yet the lack of an interpersonal exchange and the one-time nature of the typical business transaction on the Internet make this kind of consumer trust unique, because trust relates to other people and is nourished through interactions with them. [...]

[...] With a one-dimensional scale we have to explain 50% of the variance which is not the case here. Actually, it's with the 5 axes solution that we can explain correctly the total variance. Furthermore, this solution allows us to maximise the reduction of residual rate around 30% higher than [ 0.5 That is why we decide to keep 5 dimensions. Choice of the rotation method: We have to do the rotations in order to obtain the best representation of the items in the 5 dimensions. [...]

[...] We tried to build one as efficient as possible. A qualitative phase (semi- directive interviews) was essential to build our questionnaire. Then, our questionnaire was submitted to 50 respondents regarding Dell web-site. Then we joined the results of our sample to those of the other groups of the Master in Marketing in order to obtain a global sample of more than 250 respondents. To lead the survey we used several IT tools such as Sphinx, Spss and Amos. Sphinx software helped us to build the questionnaire and to spread it via the Internet; Spss enabled us to analyze the results and to draw out significant trends. [...]

[...] A strong positive relation is obtained between brand trust and the consumer's commitment. Keywords: brand, relation, trust, measurement scale, validity, confirmatory analysis. Reminder of the trust definition of this study: Objectives of the study: - Propose and justify a conceptualisation of the brand trust from the consumer's point of view by leaning on the works stemming from the social psychology and from the marketing, while clarifying the theoretical frame, the brand's relational approach. - Build and validate a reliable scale of brand trust from the point of view of the consumer. [...]