The use of the repertory grid technique in online trust research

Purpose – This paper aims to explore online consumers’ perceptions of a trustworthy Web site. Specifically, it analyzes which Web site elements and features online buyers identify as online trust cues signaling e-vendor’s trustworthiness. Design/methodology/approach – This study implemented a repertory grid technique to gain insight into the customers’ perceptions of Web site trustworthiness. Findings – The most frequently identified online trust cues belong to the “Layout”, “Easy to Use” and “Sales” categories. This is in contrast with the traditional views that Web elements related to customers’ privacy and security are leading trust cues. In addition, online shoppers confirmed two trends in e-commerce: the role of social media in developing online trust to e-vendors is increasing and online shopping is associated with entertainment. Research limitations/implications – Rich data collected from 16 participants of this qualitative study present a challenge for generalizability. A caution should be taken in extending findings to the whole population of online shoppers. Practical implications – This study proves that the repertory grid technique is a useful method for qualitative market research. This method helped to solicit a list of Web site elements and features that online consumers identified as online trust cues. As buyers refer to those cues when deciding to trust or not to trust an e-vendor with the private and confidential information, businesses could use these research findings in designing Web sites that signal trustworthiness to customers. Originality/value – This study contributes to the research methodology as it extends the use of the repertory grid technique to the study of online trust cues and collection of data online. It is one of a few qualitative studies of online trust cues.