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The Impact of Interface Quality on Trust in Web Retailers

Author

Listed:
  • Benoit Aubert
  • Olivier Dewit
  • Marie-Christine Roy

Abstract

Web retailing is expected to grow at aggressive rates in future years. One of the most important factors that is slowing down this growth is the lack of trust of potential customers. So, as transactions through the internet develop and mature, success will largely be dependent on gaining and0501ntaining this trust. It has been suggested that the quality of the user interface of the Web site is a determinant of the initial establishment of trust. In this article, we describe a study where 66 subjects were asked to perform some predefined book purchasing task in a series of sites with varying interface quality. We found a strong relationship between interface quality and trust. We also found some components of user interface quality to be more important than others and discuss the implications for Web site design. Le manque de confiance constitue une des barrières les plus importantes à l'adoption et au développement du commerce électronique. Centré sur le commerce électronique de détail, ce travail présente un modèle permettant d'analyser le développement de la confiance du consommateur en fonction des caractéristiques de ce dernier - sa propension - et de la perception qu'il a de certaines caractéristiques du commerçant, soit l'intégrité, l'habilité et la bienveillance de ce dernier. L'utilisabilité de l'interface graphique a été retenue comme étant le facteur-clé en ce qui concerne la perception de ces caractéristiques. Le rôle de chacune des dimensions composant l'utilisabilité a donc été étudié et mis en évidence relativement à la confiance développée par le consommateur.

Suggested Citation

  • Benoit Aubert & Olivier Dewit & Marie-Christine Roy, 2001. "The Impact of Interface Quality on Trust in Web Retailers," CIRANO Working Papers 2001s-32, CIRANO.
    • Handle: RePEc:cir:cirwor:2001s-32
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    File URL: https://cirano.qc.ca/files/publications/2001s-32.pdf
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    References listed on IDEAS

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    1. Klein, Benjamin & Leffler, Keith B, 1981. "The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, University of Chicago Press, vol. 89(4), pages 615-641, August.
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