I also visit an e-commerce website named EasyLife(http://www.esdlife.com/) which is a famous online shopping website in hong kong.
From its website, i find that they allow 2 kinds of payment, they are online payment and offline payment. For online payment, it accepts paying by Visa and Master Card. And for offline payment, it accepts paying by bank transfer and cheque.
Yes, i trust that site, because it is a very secure site, for exampe,
a.) Use double firewall.
b.) Use anti-hacking device.
c.) Use token based login system.
d.) Use PKI.
e.) Use data warehouse which has two loading monitor and Crisis Management service.
f.) Use precise anti-virus device.
2. What measures should e-commerce provide to create trust among their potential customers? What measures can be verified by customer?
The below Figure 1 (McKnight 2002) depicts the subconstructs of, and linkages among, the trust constructs. Disposition to trust should influence trusting beliefs because it tends to color interpretations of the interpersonal relationship at hand.Gefen (2000) found that disposition to trust influencestrust in vendors. Similarly, disposition to trust shouldpositively influence perceptions of the institutional setting.Figure 1 also shows disposition to trust impactingtrusting intentions directly, but this relation should beweak because it is largely mediated by trusting beliefs.The direct effect of disposition to trust on trusting beliefsis likely to be strongest when both the institutionalcontext and the specific trustee are unfamiliar to thetruster (Bigley and Pierce 1998, Rotter 1971). If one hassizeable experience with an institutional context (butnot with a specific trustee), that experience will directlyinfluence institution-based trust, and the impact of dispositionto trust on trusting beliefs will be largely mediatedby institution-based trust. If a Web user gainsexperience with a specific vendor, the experience may be the dominant influence on trusting beliefs, insteadof dispositional or institution-based trust.Institution-based trust is proposed to relate positivelyto both trusting beliefs and trusting intentions.When a situation feels safe, we tend to believe thatthose in the situation have trustworthy attributes(McKnight et al. 1998). Thus, a consumer who is comfortablewith the Web situation and the security of itsstructures is likely to have high trusting beliefs in aspecific vendor. Similarly, feelings of contextual securityentice us to have trusting intentions.Trusting beliefs will relate positively to trusting intentionsbecause a consumer with high trusting beliefsperceives the Internet vendor to have attributes that enable the consumer to hold a secure willingness todepend on the vendor. Perceptions that the vendor ishonest, for example, encourage the consumer to providepersonal information. TRA research also supportsthis link, in that beliefs strongly predict correspondingintentions (Davis et al. 1989).
Figure 1.
The items used to operationalize the constructs came from a number of sources. Because negatively worded trust items tend to factor separately into distrust (Wrightsman 1991), which is conceptually separate from trust (Lewicki et al. 1998, McKnight andChervany 2001), we used all positively worded items.We did not measure trusting behaviors, a limitation future research should address. For trusting intentions willingness to depend, we adapted a scale that we had previously developed and tested (with Cronbach’s alpha 0.90) for use in organizations, with items largely from Dobing (1993). For trusting intentions-subjective probability of depending, new items were developedto measure three common trust-related Internet behaviors:provide personal information, buy from the vendor,and follow vendor advice. We felt respondents would perceive these intentions to embody vulnerability,as the definition of trusting intentions suggests(Mayer et al. 1995).The trusting beliefs items were adapted from scalesreviewed and summarized in Wrightsman (1991), especially Johnson-George and Swap (1982) and Rempelet al. (1985). In selecting items, we tried to capture the aspects of the belief that were most relevant to the Webcontext. Thus, for competence, we measured perceptions of how well the vendor did its job or how knowledgeable the vendor was (expertness/competence).We excluded dynamism (as a speaker), because it is not relevant to the Internet. The integrity items capturedperceptions of vendor honesty, truthfulness, sincerity,and keeping commitments (reliability/dependability).Finally, the benevolence items focused on the vendor acting in the customer's best interest, trying to help, and being genuinely concerned.No specific structural assurance or situational normalityitems were located. Typically, sociologists have either observed this kind of trust or, in Garfinkel’s(1963) case, experimentally created it.2 We developed situational normality items to capture the same threedimensions—competence, benevolence, and integrity—by adapting the trusting beliefs items to reflect perceptions about Web vendors in general (instead of a specificWeb vendor). For structural assurance, we utilized terms like “safeguards,” “protect,” “robust,” and “encryption”to refer to the structures making the Web safe.As with trusting beliefs, we dimensionalized faith inhumanity into competence, benevolence, and integrity.Existing items were adapted from scales compiled in Wrightsman (1991). The items refer to attributes of people in general, distinguishing them from beliefs about aspecific Web-based vendor. No items corresponding to the definition of trusting stance were found, so we createda new scale for this subconstruct with three items. Nontrust items were adapted from existing scales:Agarwal and Prasad (1998) for personal innovativenessand Cheskin (1999) for perceived site quality. Webexperience was operationalized as the frequency of useof Web newspapers, news groups, information onproducts, and shopping, based on Georgia Institute ofTechnology’s Graphics, Visualization, and Usability surveys of Web usage www.cc.gatech.edu/gvu/user_surveys/.
Measures can be verified by customer that can use a questionnaire that included measures of disposition to trust,institution-based trust, Web experience, and personal innovativeness.
3.Visit the Versign web site - what solutions does it offer for e-commerce?
VeriSign, Inc. (Nasdaq: VRSN) is the trusted provider of Internet infrastructure services for the networked world. Billions of times each day, its SSL, identity and authentication, and domain name services allow companies and consumers all over the world to engage in trusted communications and commerce. In details, please access their commerce solutions introduction page at http://www.verisign.com/verisign-business-solutions/commerce-enablement-solutions/index.html, it introduce how security for e-commerce service they can provide.
4. Visit the TRUSTe web site. Describe what services and solutions are offered.
I have visited TRUSTe web site (http://truste.org/) and have studies all its service and solution which are listed in the following:
Service:
TRUSTe's services support online business growth by allowing companies to communicate their
commitment to privacy, and letting consumers know which businesses they can trust.
Solution:
a.) Develop standards and a certification program for downloadable consumer desktop applications.
b.) Offer a “Roadmap to Trust” starter package,
c.) In order to protect customer brand with backend solutions. Maintain a good reputation with TRUSTe's automated compliance scanning and breach alerts.
d.)Support growing international business with the TRUSTe EU Safe Harbor Seal Use TRUSTe International Services to certify your privacy policies, resolve disputes, and communicate your privacy leadership in multiple languages.
References:
McKnight (2002). "Developing and Validating Trust Measuresfor e-Commerce: An Integrative Typology". Received 24th April, 2009 from URL - https://www.msu.edu/~mcknig26/Measures.pdf
