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Engendering trust in e‐commerce: a study of gender‐based concerns

Engendering trust in e‐commerce: a study of gender‐based concerns An essential element of successful e-commerce is building relationships with consumers. All relationships are based upon trust and in the online B2C environment the absence of physical cues increases the reliance upon other elements to convey integrity and engender trust. Isolates and examines three components identified in earlier studies as areas of consumer concern. Within these parameters a number of consumer characteristics potentially might affect trust levels; this initial exploratory study examines whether consumer trust appears to vary by gender, and it is the authors' intention to investigate other characteristics in future studies. Seeks to evaluate whether consumer trust is increasing or declining and whether one or other gender might potentially be more responsive to e-marketing activities. Earlier studies suggest discernable differences between male and female perceptions of online shopping; however, the present study detects only minor (insignificant) gender-based variations, registering a high level of concern overall, regardless of gender. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Engendering trust in e‐commerce: a study of gender‐based concerns

Marketing Intelligence & Planning , Volume 20 (4): 9 – Jul 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500210431595
Publisher site
See Article on Publisher Site

Abstract

An essential element of successful e-commerce is building relationships with consumers. All relationships are based upon trust and in the online B2C environment the absence of physical cues increases the reliance upon other elements to convey integrity and engender trust. Isolates and examines three components identified in earlier studies as areas of consumer concern. Within these parameters a number of consumer characteristics potentially might affect trust levels; this initial exploratory study examines whether consumer trust appears to vary by gender, and it is the authors' intention to investigate other characteristics in future studies. Seeks to evaluate whether consumer trust is increasing or declining and whether one or other gender might potentially be more responsive to e-marketing activities. Earlier studies suggest discernable differences between male and female perceptions of online shopping; however, the present study detects only minor (insignificant) gender-based variations, registering a high level of concern overall, regardless of gender.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 1, 2002

Keywords: Internet; Business development; Consumer behaviour; Trust; Security; Gender

References