|
Title:
|
PARTY TRUST, CONTROL TRUST AND BLIND TRUST IN BUSINESS TO CONSUMER ELECTRONIC COMMERCE |
|
Author(s):
|
Vivienne Farrell , Rens Scheepers |
|
ISBN:
|
978-972-8924-66-9 |
|
Editors:
|
Piet Kommers, Pedro Isaías and Nian-Shing Chen |
|
Year:
|
2008 |
|
Edition:
|
Single |
|
Keywords:
|
B2C e-commerce, blind trust, benevolence, communities. |
|
Type:
|
Full Paper |
|
First Page:
|
55 |
|
Last Page:
|
62 |
|
Language:
|
English |
|
Cover:
|
|
|
Full Contents:
|
click to dowload 
|
|
Paper Abstract:
|
Trust has been recognized as one of the main reasons for Business to Consumer (B2C) e-commerce (EC) not reaching the
predicted sales targets. There are acknowledged trust engendering factors under the control of the company. Small to
medium enterprises (SMEs) are at a disadvantage in the world of e-commerce not having the size or the reputation of
their larger counterparts to portray themselves in an equivalent manner which would engender trust. We have undertaken
case studies of successful B2C, SMEs to establish their methods for establishing trust. This research found that by
developing benevolent communities SMEs can encourage trust in their company to such an extent that a blind trust is
practiced ignoring the recognized trust factors. The implications for the SMEs are that there exists a method by which
they can compete in the e-commerce market to attain consumer trust without adhering to the stringent trust factors. |
|
|
|
|
|
|
