Increasing Trust in Online Shopping Environments Increases Purchasing Behavior

Abstract

Trust has been shown to be a critical factor in promoting online purchasing behavior. This study tested the ability of three website modifications to increase levels of trust and intent to purchase. Previous theory dictates that trust is akin to certainties in the presence of uncertainty. Three easily implementable website features were chosen to reduce uncertainty, thus creating trust and in turn increase economic activity. Options on shopping websites of (1) overnight delivery, (2) in-store pick-up, and (3) a live video stream of a business's facilities were tested for effects on trust and usefulness via survey. The results suggest there are significant increases in at least some measures of trust and other correlates of purchasing behavior for all three suggested website enhancements.

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