How Does Personality Affect Trust in B2C e-Commerce?

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ConferenceProceedings of the 8th International Conference on Electronic Commerce (ICEC'2006), August 14-16, 2006., Fredericton, New Brunswick, Canada
AbstractTrust is a critical component of successful e-Commerce. Given the impersonality, anonymity, and automation of transactions, online vendor trustworthiness cannot be assessed by means of body language and other environmental cues that consumers typically use when deciding to trust offline retailers. It is therefore essential that the design of e-Commerce websites compensate by incorporating circumstantial cues in the form of appropriate trust triggers. This paper presents and discusses the results of a study which took an initial look at whether consumers with different personality types (a) are generally more trusting and (b) rely on different trust cues during their assessment of first impression vendor trustworthiness in B2C e-Commerce.
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AffiliationNRC Institute for Information Technology; National Research Council Canada
Peer reviewedNo
NRC number48554
NPARC number5764786
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Record identifier41015785-9c2d-4f45-b58e-ab3b945f81ea
Record created2009-03-29
Record modified2016-05-09
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