Building Trust in eCommerce: An Experimental Study of Social-Cue Design Dimensions

Farhod Pulatovich Karimov
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Farhod Pulatovich Karimov: Westminster International University in Tashkent, Uzbekistan

International Journal of Technology Diffusion (IJTD), 2021, vol. 12, issue 4, 32-51

Abstract: Integrating diverse social media cues such as photos, video streaming, and social networking has become a common marketing strategy to boost consumer trust in an online setting. In this paper, the authors study the influence of social-cue design dimensions such as a facial photo, a video stream, and social networking site on trust through an experiment. The results show that online retailers can enhance consumer trust and stimulate a clear purchase intention by embedding social media cues into a web interface.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jtd000:v:12:y:2021:i:4:p:32-51

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