A framework for building trust in B2C E-commerce based on consumer´s viewpoint in Thailand

Author

Panya, Anusorn ; Ramingwong, Lachana

Author_Institution

Dept. of Comput. Eng., Chiang Mai Univ., Chiang Mai, Thailand

fYear

2014

Firstpage

271

Lastpage

276

Abstract

Trust is essential for the development of ECommerce web sites. Owners or developers of such web sites need to know the important characteristics of trust and how to display them on their web sites. In order to do so, the factors that influence user trust must be studied. Therefore, there is a clear need of a framework for building trust in E-Commerce web sites, especially Business-to-Consumer E-Commerce in Thailand where trust is the main challenge. This paper proposes a trust building framework for B2C E-Commerce web sites based on the questionnaire modified from E-S-QUAL and E-RecS-QUAL. The analysis of service quality and factors results in understanding and insights of customer perception and expectation toward the web site. The important factors are also identified.

Keywords

Web sites; electronic commerce; human factors; security of data; B2C e-commerce Web sites; E-RecS-QUAL; E-S-QUAL; Thailand; business-to-consumer e-commerce; consumer viewpoint; customer perception; factor analysis; service quality analysis; Buildings; Communication channels; Customer services; Security; Warranties; Web sites; B2C E-Commerce; E-Commerce; Electronic service quality; Factor analysis; Trust; Trust building Framework;

fLanguage

English

Publisher

ieee

Conference_Titel

Communications (APCC), 2014 Asia-Pacific Conference on

Type

conf

DOI

10.1109/APCC.2014.7091646

Filename

7091646