The Effect of Company Stature and System Properties on Consumer Trust in E-Commerce Systems: An Empirical Study

摘要

Trust in information systems and technology has become an increasingly important issue Particularly, as the number of Internet applications and their users grow, there are more concerns about how to create consumer trust in e-commerce where people do business by interacting with web pages. This research investigated the company and its e-commerce system as objects to be trusted in e-commerce environment. Our empirical study in the domain of Internet banking indicated that stature of the bank and the bank's Internet banking system properties can both have effect on consumer trust Company characteristics, such as good reputation and modern image, can strongly influence consumer trust The three e-commerce system properties we focused on in this study, (1) system performance, (2) web design quality, and (3) system personnel competence, were all found to have significant effect on consumer trust Correctness, security, and availability of a system were pointed out to be performance-related dimensions that consumers are looking for in order to trust an e-commerce system Web design quality such as informative feedback, clear explanation of how to use the system, reversibility of actions, and presence of information on implementation of company's security and privacy policies in the web site were also found to have strong effect on consumer trust, as well as system personnel competence such as skills and knowledge of e-commerce system staff Moreover, further data analysis pointed out that in order to trust an e-commerce system, consumers paid more attention to e-commerce system properties than the company stature.