Design, Layout and Review Factors that Influence Consumer Trust in Online Stores and Best Practices for Optimization
The advancement of the World Wide Web has resulted in the creation of a new form of retail transactionselectronic retailing (e tailing) or webshopping. Thus, customers' involvements in online purchasing have become an important trend. As such, it is vital to identify the determinants of the customer online purchase intention. The aim of this research is to evaluate the impacts of shopping orientations, online trust and prior online purchase experience to the customer online purchase intention. A group of 242 undergraduate information technology students from a private university in Malaysia participated in this research. The findings reveal that impulse purchase intention, quality orientation, FACTORS INFLUENCING CONSUMER TRUST IN ONLINE STORES 11 brand orientation, online trust and prior online purchase experience are positively related to the customer online purchase intention. Summary. This study examines the importance of online trust and prior online purchase experience to customer purchase intention and successful online commerce. A sample of 242 information technology students from Malaysia are given a self administered survey which asks respondents to answer questions about their most recent online purchase experience. The results of this study show how important online trust and prior purchase experience are to the probability of future online purchases. This source is important to this study because it explains how online trust and past experience affect a consumer's subjective purchase intention. Liu, S. Jiang, C. Lin, Z. Ding, Y. Duan, R. Xu, Z. (2015) Identifying effective influencers based on trust for electronic word of mouth marketing: A domainaware approach. Information Sciences, 306, 34 52. http:/dx.doi.org/10.1016/j.ins.2015.01.034 Abstract. Because effective influencers in an online social network (OSN) can significantly affect consumers' purchasing decisions via trust among users in electronic word of mouth (eWOM) marketing, identifying these influencers with respect to user trust relationships has become increasingly important. However, many existing studies overlook the domain attribute of trust and the time varying nature of social networks and only analyze a static snapshot of a user trust network (UTN) To address these issues and investigate this topic in the ecommerce context, this study proposes a research framework that takes into Because effective influencers in an online social network (OSN) can significantly affect consumers' purchasing decisions via trust among users in electronic word of mouth (eWOM) marketing, identifying these influencers with respect to user trust relationships has become increasingly important. However, many existing studies overlook the domain attribute of trust and the time varying nature of social networks and only analyze a static snapshot of a user trust network (UTN) To address these issues and investigate this topic in the ecommerce context, this study proposes a research framework that takes into FACTORS INFLUENCING CONSUMER TRUST IN ONLINE STORES 12 account the dimensions of trust, domain, and time. A time varying hypergraph is developed to model the OSN using the time varying features of multi type relationships, and an algorithm is developed to extract a domain aware UTN based on the time varying hypergraph and user trust relationships. Reinforced by the dimensions of trust, domain, and time, a novel product review domain aware (PRDA) approach is conceived that identifies effective influencers and categorizes them into three types, i.e. emerging influencers, holding influencers, and vanishing influencers, based on their popularity status across the life cycle. The experimental results from the E pinions dataset show that the PRDA approach outperforms both the social network based influence evaluating approach and the 'popular author' approach. Summary. This quantitative, empirical research study examines best practices for online retailers who seek to build consumer trust through the use of social network resources and online word of mouth marketing. The authors assert that effective use of social media can help online retailers reach more customers and also increase their response rate by building online trust. They seek to identify effective influencers among online social networks and onsite consumer reviews. By identifying these effective influencers, online retailers can save costs by focusing their marketing efforts on the potential customers with the highest likelihood of influencing others. Using a research framework that takes into account the dimensions of trust, domain, and time the authors created a timevarying hypergraph developed to model online social networks using the timevarying features of multi type relationships. Based on the time varying FACTORS INFLUENCING CONSUMER TRUST IN ONLINE STORES 13 hypergraph and user trust relationships, another algorithm examines the most influential user trust networks. Reinforced by the dimensions of trust, domain, and time, a novel product review domain aware (PRDA) approach identifies effective influencers and categorizes them into three sub types: emerging influencers, holding influencers, and vanishing influencers. The results of this study are useful for identifying valuable leads, shoppers and community members whose reviews and social media presence influence the most potential customers. This study is also an important source of online retailers' best practices for building consumer trust through social media engagement. Sanger, J Pernul, G. (2014) Visualizing transaction context in trust and reputation systems. In Proceedings of the 2014 Ninth International Conference on Availability, Reliability and Security (ARES '14) IEEE Computer Society, Washington, DC, USA, 94 103. http:/dx.doi.org/10.1109/ARES.2014.19 Abstract. Transaction context is an important aspect that should be taken into account for reputation based trust assessment, because referrals are bound to the situation specific context in which they are created. The non consideration of transaction context may cause several threats such as the value imbalance problem. Exploiting this weakness, a seller can build high reputation by selling cheap products while cheating on the expensive ones. In the recent years, multiple approaches have been introduced that address this challenge. All of them chose metrics leading to numerical reputation values. These values, however, are non transparent and quite hard to understand for the end user. In this work, in contrast, we combine reputation assessment and visual analytics to Transaction context is an important aspect that should be taken into account for reputation based trust assessment, because referrals are bound to the situation specific context in which they are created. The non consideration of transaction context may cause several threats such as the value imbalance problem. Exploiting this weakness, a seller can build high reputation by selling cheap products while cheating on the expensive ones. In the recent years, multiple approaches have been introduced that address this challenge. All of them chose metrics leading to numerical reputation values. These values, however, are non transparent and quite hard to understand for the end user. In this work, in contrast, we combine reputation assessment and visual analytics to FACTORS INFLUENCING CONSUMER TRUST IN ONLINE STORES 14 provide an interactive visualization of multivariate reputation data. We thereby allow the user to analyze the data sets and draw conclusions by himself. In this way, we enhance transparency, involve the user in the evaluation process and as a consequence increase the users' trust in the reputation system. Summary. This study focuses on the importance of trust to successful online transactions and how reputation systems that rate actors based on past experiences transform the way consumers perceive the trustworthiness of websites. In particular, the authors contend that transaction context plays an important role in online trust assessment. Utilizing a commerce data set from eBay, the researchers compute various conceptual models to visualize the connections between transaction context, website trustworthiness and online sales conversion rates. This study is important because it shows how trust related factors such as perceived credibility, reliability and confidence affect the likelihood of successful online transactions. Elements of website design and layout that affect consumer opinions of online stores. Loureiro, S. Roschk, H. (2014) Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment. Journal of Retailing and Consumer Services, 21(2) 211 219. http:/dx.doi.org/10.1016/j.jretconser.2013.09.001 Abstract. Effects of atmospheric cues are usually not compared across offline and online contexts as well as across age groups. This study proposes a model that examines the effect of the atmospheric cues such as graphics design and information design on positive emotions and loyalty intentions. The model is Effects of atmospheric cues are usually not compared across offline and online contexts as well as across age groups. This study proposes a model that examines the effect of the atmospheric cues such as graphics design and information design on positive emotions and loyalty intentions. The model is FACTORS INFLUENCING CONSUMER TRUST IN ONLINE STORES 15 compared across offline and online stores and regards the consumers' age as moderator. A field study was conducted, which collected data from 363 customers. Hypotheses are tested using structural equation modeling. Results for the offline context reveal that graphics design foster positive emotions and loyalty. Information design predicts loyalty. Results for the online context reveal that information design is salient over graphics design. Information design foste