Building Trust in E-Commerce through Web Interface

Muneesh Kumar and Mamta Sareen
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Muneesh Kumar: University of Delhi South Campus, India and ESC-PAU, France
Mamta Sareen: University of Delhi, India

International Journal of Information Communication Technologies and Human Development (IJICTHD), 2009, vol. 1, issue 1, 64-74

Abstract: The emergence of Internet has revolutionalized the way businesses are conducted. The impact of e-commerce is pervasive, both on companies and society as a whole. It has the potential to impact the pace of economic development and in turn influence the process of human development at the global level. However, the growth in e-commerce is being impaired by the issue of trust in the buyer-seller relationship which is arising due to the virtual nature of e-commerce environment. The online trading environment is constrained by a number of factors including web interface that in turn influences user experience. This article identifies various dimensions of web interface that have the potential to influence trust in e-commerce. The empirical evidence presented in the article is based on a survey of the web interfaces of 65 Indian e-Marketplaces.

Date: 2009
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