Web Systems Design and Online Consumer Behavior [Electronic resources] نسخه متنی

Perceptions About the Web Site

The importance of the salesperson in establishing a trusting relationship between the
customer and the company has been documented in the marketing literature. Interacting with a
salesperson with expertise and one who is likeable and helpful can lead a customer to trust the
company itself (Doney & Cannon, 1997). Online, however, customers are unable to interact with a
salesperson. Instead, they interact with the Web site. In many ways, the Web site can act as a
proxy for the salesperson. The experience of the customer with the Web site may also influence the
level of trust by the customer towards the company. Perceiving the Web site as appealing, likeable
and helpful can have a similar impact on trust beliefs as when those perceptions are about a
salesperson.

One explanation for this proposition is that a well-designed Web site that is useful, user
friendly, and pleasant to use is also an indicator of the company’s capabilities. Customer trust in
a company can increase when the customer believes that the company has the capabilities and
resources to fulfill its promises (Chow & Holden, 1997). In addition, we know that customer
trust in an online company is partly determined by trust in its control mechanisms, the main one of
which is its Web site, i.e., the tool it uses to enable and secure transactions with its customers
(Tan & Thoen, 2000-2001).

More specifically, the usability of a Web site can increase customer trust in the company.
The definition of usability of a Web site is centered around the design elements of a Web site and
how they affect the use of the site by users (Palmer, 2002). A Web site with high usability will
feature easy navigation, appropriate search mechanisms, relevant content, and a consistent
interface (Radosevich, 1997; Spool, 1997; Palmer, 2002; Agarwal & Venkatesh, 2002). In general,
Web users who perceive a Web site as easy to use and feel in control of their actions while they
use it will rate the usability of the Web site as high. In turn, a Web site with high usability
will also encourage online customers to trust the company itself (Koufaris & Hampton-Sosa,
2003b).

Especially important is the customer’s perception regarding the security control of the Web
site (Koufaris & Hampton-Sosa, 2003a). Online customers are usually concerned about the
security of their transactions on the Web site and they expect that an online company’s Web site
will secure the exchange of financial information with them (Ranganathan & Ganapathy, 2002).
However, these expectations are not always met and fears over stolen credit card numbers, misused
private information, and privacy invasions have been a leading reason for many Web users deciding
not to buy online (Hoffman et al., 1999). There are various methods for Web sites to indicate that
transactions on their Web site are secure, such as seals from trusted third parties (Palmer et al.,
2000; Van Den Berg & Van Lieshout, 2001) and online reputation systems (Resnick et al.,
2000).

The general appeal of the Web site can also contribute to a climate of trust between the
online customer and the company. In general, the experience of the customer after interacting with
the site can have an impact on trust. If customers enjoy their visit and they find the Web site
useful, they are more likely to find the site appealing. An appealing Web site is one that is fun
and interesting to use but at the same time enhances the online customer’s shopping productivity.
Online customers who find a Web site appealing are more likely to trust the company itself, similar
to the way off-line customers trust a company when they find its salesperson likeable (Koufaris
& Hampton-Sosa, 2003b).