A web trust-inducing model for e-commerce and empirical research

Abstract

Trust is critical to the success of e-commerce. Despite the richness of e-trust literature, it is lack of empirical research on this area. So in this paper, we made a review on the e-commerce trust studies, both the literature and empirical studies. Basing on relevant trust literatures we presented a web trust-inducing model and proposed four hypotheses. This model consists of four dimensions, namely graphic design, structure design, content design and social-cue design. In order to test the original model and hypotheses, an online survey was conducted. The results of this study provide support for a majority of the original design features. Finally we identified 12 trust-inducing features, and by applying them, the e-commerce merchant might anticipate fostering optimal levels of trust in their customers. The revised model we present is a reasonable starting point for developing a friendly interface for inducing trust in e-commerce.