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Neuromarketing DC |
Previous studies have identified trust as an important factor influencing customer
participation in web-based commerce. In this empirical study, we test an expanded model
that includes the effect of the customers’ experience with and beliefs regarding a
company’s web site on their trust in the company itself. We found that a positive
experience with a website that provides customers with enjoyment and perceived control
leads to greater trust in the company itself through the coustomers’ perceptions about the
web site’s usefulness and eas of use. We also confirmed a positive relationship between
customer trust in a company and customer retention and intention to buy.
While customer trust has been studied extensively by marketing and management
researchers and psychologists, it has also become relevant to Information Systems
researchers who study web-based commerce. Online customers display low trust levels for
web-based merchants and that is an important reason why many customers do not shop online Given the lack of face-to-face interaction, the virtual nature of a web store, and often the lack of physical stores, customer trust is difficult to establish. Neuromarketing:measuring the trust
Even though trust is so important, it has been very difficult to study. One reason is that it is very difficult to define and measure The definition of trust has varied from study to study but one of the definitions that has prevailed was provided and states that trust is “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the agility to monitor or control that other party.” This definition is general enough to encompass trust in all types of operations and transactions. The “actions” of the other party can be the timely delivery of the product, the delivery of the right product previously agreed upon, or even the use of personal information gathered during the transaction.
Customer trust in a company can play a significant role in determining the customer’s actions regarding that company. Consistent with the Theory of Planned Behavior. customer trust (a belief) influences customer intentions. Empirical research has shown that trust increases customer intention to purchase a product from a companyas well as customer intention to return to a company. We expect our results to reflect those past findings.
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