1. E-commerce Sites: What Makes Them Seem Trustworthy? Barrie Trinkle COM 586

2. 2 Online Buying Still accounts for only 6 percent of retail dollars (Forrester press release, 5/14/2007). Still growing at double-digit rates; not yet saturated, but growth is slowing. E-tailers must now attract customers who are deliberate, skeptical, and traditional--not innovators or early adopters. (On the plus side, many have already used the web.) Online consumers are generally seeking low price, added convenience, and product novelty (Alexander et al.)

3. 3 Common E-consumer Fears Credit card fraud Information theft Paying for nothing Hidden fees Inventory misinformation Shipping mistakes Shoddy merchandise Problems with returns Spam How can e-commerce sites allay these fears?

4. 4 How Do Consumers Learn to Trust a Site? Visual examination of credibility markers Use of big name/big sales volume sites Word of mouth Offline presence and reputation Kicking the tires – starting with small purchases (Alexander et al.)

5. 5 Web 1.0 Credibility Markers (Burke) Clearly stated fees and policies Security certification logos and symbols Ease of use Professional-looking website design Fast, reliable servers Fresh, well-edited content Cohesive brand communication Obvious contact links Comprehensive and accurate product and inventory information Customer reviews Excellent customer service

6. 6 The Web 2.0 Consumer Asks: Are people like me buying here?

7. 7 Web 2.0 Trust Tools Podcasts Product blogs How-to video Advanced imaging features Decision tools Real-time sales/inventory data (only 6 left!)

8. 8 Social Proof Some sites use traffic or sales information strategically, to exploit the power of the herd

9. 9 The Future of E-tailing E-tailing 1.0 has replicated the experience of catalog shopping E-tailing 2.0 will replicate afternoon shopping trips with friends (Hemp) Features: avatar clerks, virtual try-ons, increased level of interaction with objects and people

10. 10 References Alexander, Blair, Lorraine Friend, Beth Godwin, and Patrycja Babis. "Learning to Trust E-Tailers: Strategies for Consumers." Journal of Research for Consumers 10 (2006): 1-9. Retrieved 12 May 2007, ProQuest. Burke, Ken. "Trust Us." Multichannel Merchant 23.11 (2006): 42-43. Retrieved 12 May 2007, ProQuest. Hemp, Paul. "Are You Ready for E-tailing 2.0?" Harvard Business Review 84.10 (2006): 28. Retrieved 14 May 2007, EBSCO.