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Title:
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EXPLORING THE ROLE OF SITE CHARACTERISTICS IN TRUST CONSTRUCTS: A MUTUAL INFORMATION APPROACH |
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Author(s):
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Ana A. Andrade, Vitor V. Lopes, Augusto Q. Novais |
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ISBN:
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978-972-8939-76-2 |
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Editors:
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Gunilla Bradley, Diane Whitehouse and Angela Lin |
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Year:
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2012 |
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Edition:
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Single |
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Keywords:
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Trust, Initial Trust, e-Commerce, B2C, Mutual Information, Triple Mutual Information, Entropy |
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Type:
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Full Paper |
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First Page:
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35 |
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Last Page:
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42 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Considered fundamental for B2C e-commerce adoption, consumer trust has been object of a large amount of research to identify which factors influence its formation and development. Most of this research is based on empirical studies, by collecting data through Likert-type summated scales and analyzing it with parametric statistical techniques. This study follows a non-parametric approach, assessing trust factors through the concept of mutual information. Opinions of typical on-line consumers concerning appearance, reputation, fulfillment, security and trust are here directly related to characteristics identified in the site. Double mutual information is used to tune in terms of relevance a list of site characteristics usually considered as trust factors. Triple mutual information further indicates site characteristics with redundant or synergetic dependencies, as well as those with independent contributions. New insights into initial trust attribution are obtained, showing how the potential consumer employs a holistic view for site assessment, wherebt all relevant characteristics play a role on the diverse perceptions conductive to trust. |
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