The concept of trust embraces two components: trustfulness and trustworthiness. Trustfulness refers to when someone takes a risk to an accord agreed previously that another party may not respect. Trustworthiness is principally related to the possible co-operator, individual or company that will ‘hold its end of the bargain’ or not within an agreement or its infrastructure. Therefore, when trust is not fully respected or is deceived; trustfulness becomes obsolete, which consequently generate a high demand for trustworthiness.
In an economical context (market), trust has an important role when buying goods or services. This trust concerns, on one hand the consumers’ price sensitiveness and on the other hand the product itself. However, influences of trust will vary among individuals according to their personal traits, their cultural backgrounds and social realities effect. Researches in the domain of trust and trustworthiness have exposed the interdependence of both factors and their importance within businesses. In fact the moral aspect of trust has lead to the present legal requirements in trustworthiness. Therefore businesses and especially e-businesses where physical contact is absent; have to highly consider the promotion of trustworthiness rather than trustfulness. Within e-commerce, tools such as “aggregated trustworthiness” are present to maximize this competitive advantage. Tullberg (2008)
Trusworthiness in Websites
Cheung and Lee (2006), state that the use of the internet for purchasing goods and services has enormous potential and has provided consumers with numerous advantages to conventional shopping. However the penetration rate of internet shopping has remained low; citing eMarketer who identified the “general lack of trust in vendor” as a significant factor that is inhibiting its growth.
Urban, Sultan and Qualls were cited in Lauer and Deng (2007) arguing that “Online trust has been viewed as a key differentiator that determines the success or failure of many companies conducting their business over the Internet”. Buttner and Goritz (2008) Support this adding that “trust is deemed crucial in turning visitors into buyers”. Trusted websites are typically those which provide their users with a secure and private online shopping experience and have a good brand image. A tailor of a website needs to take these factors into consideration in order to enhance its trustworthiness; this can be done in the following ways:
First and foremost it can be achieved through its business practices and behaviour regarding customer privacy and data protection. Information privacy policy is believed to enhance online trust (Lauer and Deng 2007). Some organisations believe they own the information that customers release and can therefore exploit it for business purposes; this will lower the level of trustworthiness of the website even if the terms and conditions stated information is the websites property. An organisation chooses to exploit personal information because it provides them with a competitive advantage, therefore it must weigh the immediate gains from harvesting personal information and the long term loss it may cause due to the damaging of its reputation and lack of trust. A website should also make sure it is secure and safe from hackers; if a website was infiltrated by a third party, the security of the website will be questioned and the image will be tainted which in turn will make it less trustworthy. Payment methods offered should be recognised; PayPal is a method of payment that has become increasingly popular and recognised by websites and consumers alike, an unfamiliar payment method will make potential consumers more sceptical about its legitimacy.
The presentation of the website will affect the brand image and therefore affects its trustworthiness; creating a professional looking website in terms of its layout and presentation will help break the psychological barrier that consumers have towards websites and online purchases. A cheap or tacky looking website tends to make people question its security and legitimacy. A study conducted by Chau et al (2007) showed that increasing the level of trust in a website will decrease the level of customer ‘dropouts’ i.e. customers who pull out of a purchasing decision, thus increasing the number of visitors who become buyers.
Genoa Football Club
On its website, the Genoa Cricket and Football Club 1893 boasts being first Italian football club to provide the supporters (either Genoa’s supporters or guests’) with the opportunity to visit the stadium on the day of a home game, have lunch in a special room inside the facility, visit the changing rooms with the players’ jerseys and kits, meet the players and take a walk on the pitch: the “Genoa Experience”.
Supporters pay 180-200 Euros for all this and get also a reserved place in the VIPs’ stand to watch the game. This concept has been very successful indicating that supporters find the website trustworthy.
The layout of the website is well presented and easy to navigate; when accessing the website, users are presented with the option to enter the homepage, the online store, a section to subscribe for a “Genoacard” (credit card), and the online TV. However a large space is reserved to the link to Genoa Experience. Entering this section, it is clear that the club really cares about it: the design is very simple and the details of the offer are clearly listed, first what it is included, and then the prices. This emphasizes the transparency of the potential purchase: a customer knows what he buys and how much he pays and does not have to look for further information about it.
Videos showing previous “experiences” are available, including interviews with people who have participated, this is used by the club to emphasise customer satisfaction and the trustworthiness of the initiative. Strengths of this section of the website, and of the website in general, are the simple design and the clear connection with the club’s official physical store: a physical store is what customers and supporters have been accustomed to, and a clear link with it helps them to trust the website. Browsing this website, supporters get the sensation to be at the centre of the club’s thoughts. The trustworthiness is further validated by the long history of the club (the first in Italy), which makes it a prestigious and is renowned for its relationship with its organized supporters and the town that it represents.
ReferencesAiken, K. D., Mackoy, R., Liu, B. S.-C., Fetter, R. and Osland, G. (2007) 'Dimensions of Internet Commerce Trust. (Cover Story).' Journal of Internet Commerce 6, (4) 1-25
Buttner, O.B. and Goritz, A.S. (2008) ‘Perceived Trustworthiness of Online Shops’ Journal of Consumer Behaviour 7 (1) 35-50
Chau, P. Y. K., Hu, P. J.-H., Lee, B. L. P. and Au, A. K. K. (2007) 'Examining Customers’ Trust in Online Vendors and Their Dropout Decisions: An Empirical Study.' Electronic Commerce Research & Applications 6, (2) 171-182
Cheng-Hao, C. and Saeedi, M. (2006) 'Building a Trust Model in the Online Market Place.' Journal of Internet Commerce 5, (1) 101
Cheung, C. M. K. and Lee, M. K. O. (2006) 'Understanding Consumer Trust in Internet Shopping: A Multidisciplinary Approach.' Journal of the American Society for Information Science & Technology 57, (4) 479-492
Chunsik, L. and Jisu, H. (2008) 'Web Site Trust Evaluation as Cognitive Information Processing and the Moderating Role of Involvement and Knowledge.' American Academy of Advertising Conference Proceedings 258-260
Lauer, T. and Deng, X. (2007) 'Building Online Trust through Privacy Practices.' International Journal of Information Security 6, (5) 323-331
Tullberg J. (2008) ‘Trust – The importance of trustfulness versus trustworthiness’ The journal of Socio-Economics 37, 2059-2071