A new trust model for B2C e-commerce based on 3D user interfaces

Abstract

Lack of trust is one of the key bottle necks in e-commerce development. Nowadays many advanced technologies are trying to address the trust issues in e-commerce. One among them suggests using suitable user interfaces. This paper investigates the functionality and capabilities of 3D graphical user interfaces in regard to trust building in the customers of next generation of B2C e-commerce websites. It expands the McKnight and Chervaney's “Trust Model in E-Commerce” and proposes a new trust model based on 3D user interfaces functionality. For this reason the relationships between five dependent variables consisting the appeal of 3D user interfaces, interacting with 3D virtual models of products and services, 3D virtual interacting with the salesman, 3D virtual interacting with other online buyers, and presence in 3D virtual spaces in regard to increasing the trust level of B2C e-commerce customers were studied. The method of descriptive survey by library and field studies was deployed. Data were gathered by the mean of simple questionnaire, and analyzed through one sample t-test. Significant relations were found between dependent and independent research variables. So evaluating the research results, the proposed trust model was confirmed. Finally the paper proposes implementation strategies for 3D e-commerce websites based on research findings.