Building Online Trust through Socially Rich Web Interfaces.

Milena M. Head · Khaled Hassanein

56 citations0/0 files storedConference on Privacy, Security and Trust

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Technology Adoption and User Behaviour Privacy, Security, and Data Protection Innovative Human-Technology Interaction

Abstract

This paper investigates how human warmth and sociability (social presence) can be integrated through the Web interface to positively impact online trust. An empirical study was undertaken to explore the impact of various levels of socially-rich text and picture design elements on the perception of online social presence and its subsequent effect on online trust and its antecedents. Higher levels of social presence are shown to positively impact the perceived usefulness, enjoyment and trust of commercial Websites. Implications of these finding for practitioners and future research are outlined.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2017Exchange and Power in Social Life 1995An Integrative Model Of Organizational Trust 1996Trust: The Social Virtues and the Creation of Prosperity 2003Trust and TAM in Online Shopping: An Integrated Model1 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships

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