The question of TRUST

5 Feb 2005 - 2:02am
9 years ago
4 replies
499 reads
Mike Baxter
2004

I'm doing some work for a client on the principles they should adopt in
designing e-commerce sites to instil greater feelings of trust in the minds
of their customers and am hoping some of you might be able to suggest
research papers in this general area.

I've found Florian Egger's PhD research 'From Interactions to Transactions:
Designing the Trust Experience for Business-to-Consumer Electronic Commerce'
(http://www.ecommuse.com/cv.htm) which is excellent but I've a hunch there
must be more out there somewhere.

Suggestions?

Mike Baxter

Comments

5 Feb 2005 - 3:05am
Troy Brophy
2005

> I'm doing some work for a client on the principles they should adopt in
> designing e-commerce sites to instil greater feelings of trust in the
> minds
> of their customers and am hoping some of you might be able to suggest
> research papers in this general area.

As much as I find it distasteful to convince people to "trust" a company
through psychological manipulation, there are a number of studies out there
indicating that simple color choices influence us on a subconscious level.

If you do a search on "color" and "psychology" you'll find a lot of dubious
information, but if you dig deeper you'll pull up some actual journal
articles that discuss the use of color to influence the masses.

Troy Brophy

5 Feb 2005 - 3:40am
Cindy Alvarez
2004

> As much as I find it distasteful to convince people to "trust" a company
> through psychological manipulation, there are a number of studies out
> there
> indicating that simple color choices influence us on a subconscious level.

But it wouldn't bother you to inadvertently convey "untrustworthiness"
through an accidental bad color choice? If one is disguising incompetence
with optical tricks that is of course distasteful, but assuming a company
is decently ethical one might as well take advantage of all the
opportunities available.

http://credibility.stanford.edu/ has a lot of interesting stuff.

Cindy Alvarez
http://www.cindyalvarez.com/

5 Feb 2005 - 4:30am
Mitja Kostomaj
2004

Hi,

In Design Management Review there is an article that might be interesting.

Long K. (2004), "Customer loyalty and experience design in e-business,
Design Management Review (DMI review), Vol. 15, No. 2, Spring 2004
http://www.dmi.org/dmi/html/publications/journal/fullabstract_d.jsp?itemID=04152LON60

If you are going to get hold of it, then I would really appreciate if
you'll share it.

Best
Mitja

7 Feb 2005 - 12:08pm
Patrick Hunt
2005

NN/g has a section on trust that is part of a larger report on e-commerce.
Sections can be purchased individually (at least the one on Trust can).

http://www.nngroup.com/reports/ecommerce/trust.html

Cheers,

Patrick Hunt

On 2/5/05 2:02 AM, "Mike Baxter" <mike at saleslogiq.com> wrote:

> I'm doing some work for a client on the principles they should adopt in
> designing e-commerce sites to instil greater feelings of trust in the minds
> of their customers and am hoping some of you might be able to suggest
> research papers in this general area.
>

> Suggestions?
>

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