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The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites

Author

Listed:
  • Khalid Aldiri

    (University of Bradford, UK)

  • Dave Hobbs

    (University of Bradford, UK)

  • Rami Qahwaji

    (University of Bradford, UK)

Abstract

Business-to-consumer (B2C) e-commerce suffers from consumers’ lack of trust. This may be partly attributable to the lack of face-to-face interpersonal exchanges that provide trust behavior in conventional commerce. It was proposed that initial trust may be built by simulating face-to-face interaction. To test this, an extensive laboratory-based experiment was conducted to assess the initial trust in consumers using four online vendors’ Web sites with a variety of still and video images of sales personnel, both Western and Saudi Arabian. Initial trust was found to be enhanced for Web sites employing photographs and video clips compared to control Web sites lacking such images; also the effect of culture was stronger in the Saudi Arabian setting when using Saudi photos rather than Western photos.

Suggested Citation

  • Khalid Aldiri & Dave Hobbs & Rami Qahwaji, 2008. "The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites," International Journal of E-Business Research (IJEBR), IGI Global, vol. 4(4), pages 58-78, October.
    • Handle: RePEc:igg:jebr00:v:4:y:2008:i:4:p:58-78
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    Cited by:

    1. Pizzi, Gabriele & Scarpi, Daniele & Pantano, Eleonora, 2021. "Artificial intelligence and the new forms of interaction: Who has the control when interacting with a chatbot?," Journal of Business Research, Elsevier, vol. 129(C), pages 878-890.
    2. Pantano, Eleonora & Pizzi, Gabriele, 2020. "Forecasting artificial intelligence on online customer assistance: Evidence from chatbot patents analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).

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