Building Trust in Ecommerce - Quantitative Analysis

More than 40 elements, which play significant role in trust building, were identified. They may be considered as belonging to one of the distinguished areas: communication with clients, payment process, shipment of goods, post-sale service, privacy of clients, external trust transfer and other. Author elaborated a quantitative method, based on the multi-parameter comparative analysis, which allowed comparison level of trust building in different shops. Method was used for the analysis of 30 polish shops. Author introduced trust indicators, based on use of different trust elements in Web Shops and determined for every shop the trust level in each area. Correlations among trust indicators, which describe trust level in appropriate areas, and indicators, which describe client's tendency to do shopping, were analyzed. Such an analysis allowed examining the influence of the trust building, in different areas, on encouraging clients. Main conclusion is: lack of proper communication with clients, proper care for personal data and external trust transfer, as well as lack of care for payment comfort and security, has definitely negative influence on the client trust to make shopping with the Internet