Developing and Validating Trust Measures for E-Commerce - Research Proposal Example

developing and validating trust measures for e-commerce Developing and Validating Trust Measures for E-commerce Affiliation March Table of Contents Table of Contents 2 Introduction 3 Qualitative Research 4 Problem areas (Lack of Trust) 5 What is Trust on ecommrace and why we need it? 6 Effectiveness of Trust for Ecommerce 8 Intention to Engage in Trust 9 Disposition to Trust 10 Methods 11 Conclusion 12 Bibliography 12 Introduction Only a small number of tools, techiniques, and technologies have received as quick recognition as the internet. Additionally, the internet technologies are changing and modernizing the ways through which business activities are carried out. In addition, these technologies are also modernizing the basic technological structures on which various corporations are eastablishing their internal information systems. Furthermore, the majority corporations are making use of internet technologies to develop a personal internal network that is aknowledged as intranet. And a lot of corporations are making use of the similar technologies to develop protected business-to-business networks, that are aknowledged as extranets. Thus, these technologies movements are building a significant business model, electrnoic commerce. Electronic commerce or e-commerce entails carrying out both internal and external buisness activties over the internet, intranets, and extranets. In addition, e-commerce encompasses the selling and buying of services, products and goods, the transfer of funds, and the generalization of everyday business activities throughout the communications. Since, the e-commerce encomapasses so many critical activities, thus trust is a critical factor of successful e-commerce (Whitten, Bentley, & Dittman, 2000, p. 23; Laudon & Laudon, 1999, p. 25; Lumsden & MacKay, 2006). Palvia (2009) stated that the researchers in e-commerce have employed intention theory to recognize the value of trust of internet transactions; on the other hand, the majority has studied only few elements of e-commerce for instance, initial acceptance or continuance, and ignored the value of strong associations with the customer in making certain a successful continuous association. This research proposal presents the analysis of some of main trust measures for e-commerce. This research will be a qualitative research regarding the analysis and specification of the trust measures for e-commerce. Qualitative Research Neill (2006) stated that qualitative research is a technique of appropriate examination of a lot of dissimilar academic disciplines. Additionally, the qualitative research is used traditionally in the social sciences; however it could be used in marketplace research and further contexts. In addition, the qualitative researchers intend to gather in-depth considerations of human behavior as well as the reasons that manage similar conducts. Furthermore, the qualitative technique examines how and why for decision making, not immediately where, what, when. Therefore, smaller however focused samples are further required rather than huge samples (Neill, 2006). Qualitative research is a huge as well as complex area of methodology that could take whole textbooks for its explanation. However, the function of this part of the research is to present an idea of qualitative research (as well as how it is a way of working and operating) (Boeree, 2005). Myers (2009) outlined that immediately like a variety of philosophical viewpoints those can notify qualitative research, consequently there are a variety of qualitative research techniques. Additionally, a research technique is an approach of inquiry that moves from the fundamental philosophical postulations to data collection and research design. In addition, the choice of research technique influences the method through which the researchers collect data. Furthermore, various research techniques entail unique assumptions, expertise and research practices. However, basic research techniques include case study research, action research, grounded theory and ethnography and (Myers, 1997). Action research is a subdivision of the qualitative research. And, action research can be defined in many ways, however one of the most commonly used definition is offered by Rapoport, who outlines action research in the following way: Action research is intended to add both to the realistic apprehensions of people in instant problematic circumstances as well as to the objectives of social science through joint collaboration within a equally satisfactory ethical framework. This definition concentrates on the mutual characteristic of action research as well as to potential ethical problems those arise from its application. Additionally, it is clear from the definition, action research is concerned to increase the stock of knowledge of the social science society. Since, it is the basic feature of action research that differentiates it from applied social science, where the motive is just to implement social scientific knowledge however not to put in to the body of knowledge. In addition, the Action research has been established like a valid research technique in applied areas like that association development and education. In information systems, though, action research was largely ignored, apart from one or two distinguished exceptions. However, there appears to be raising attention in action research (Myers, 1997). Problem areas (Lack of Trust) McKnight, Choudhury, & Kacmar (2002) stated that web based platform guarantees to revolutionize the processes of information-gathering and offers shopping alternatives to the customers. Despite the fact that, the huge potential of web based commerce could only be recognized if customers feel comfortable to manage over the new medium by different vendors. However, these researches shows “approximately 95 percent of customers have refused to present personal information on websites” here 63 percent of these pointed out this is “for the reason that” they do not ‘have belief or trust’ on web based gathering data. This implies that customer assessments to accept e-commerce engage not simply awareness of the technology (for example apparent efficacy as well as simplicity of utilization, however as well beliefs regarding the e-vendor. In addition, the lack of faith in web based business and vendors could discourage the customers to adopt ecommerce. Also, the apparent risk of having one’s individual characteristics or economic information stolen by hackers could discourage or diminish the users of website. Therefore, a lack of trust in the institutional and technical situations surrounding the web could discourage the e-commerce adoption. For the reason that internet social signals are negligible, so the trust is hard to set up. In this scenario, the web vendors have to act with determination to triumph over customer views of hesitation and risk through building trust together in their own websites as well as in the extensive internet situation. Thus, recognizing the antecedents and nature of trust is, consequently a main subject for both internet researchers as well as practitioners (McKnight, Choudhury, & Kacmar, 2002; Turban, Leidner, McLean, & Wetherbe, 2005; Pourshahid & Tran, 2007). What is Trust on ecommrace and why we need it? Benbasat, Gefen, Pavlou, & Editors (2008) outlined over the past decade, there have been major progresses in recognizing the background and penalty of online trust in online marketplaces and electronic commerce (Benbasat, Gefen, & Pavlou, 2008). According to Kim & Kim (2003) trust has conventionally been harder to describe and determine. However, the researchers have defined the trust as a “confusing potpourri”, a “theoretical misunderstanding” as well as even a “conceptual mess”. Though a number of researchers have treated hope as a unitary idea, most now consent that trust is multidimensional. Though there is less agreement on the exact scope that make up trust as well as small research on how the scope interrelates. The fundamental conclusion in the entire of these areas is trust that is turning out to be progressively significant; however we yet can not actually say what it accurately is. For years, researchers have known for conceptual clearness however they couldn’t get much success (Kim & Kim, 2003). According to Lee, Kim, & Rao (2005) this lack of precision is as well considered in the context of web trust, however, varied and conflicting definitions of trust make it hard to contrast results all through studies. A number of e-commerce researchers have described trust like a trust in a quality of the trustee, while others have described trust like a compliance to believe the trustee. Additionally, a number of researchers could not offer a theoretical definition. However, authentication in case of web based e-commerce is an instruments that includes value in numerous ways for example it carries additional inflexibility to research as well as permits research to be performed in an additional systematic way; next it “encourages supportive research efforts. This also facilitates in scenario of research results those are more interpretable as well as apparent. Furthermore, the web based commerce authentication guarantees that research outcome are suitable or “could be trusted” (Lee, Kim, & Rao, 2005). Benbasat, Gefen & Pavlou (2008) have stated that cross-disciplinary character of the trust typology is connected with the numerous, interrelated elements of e-commerce trust. Therefore, ecommerce trust, as a motivation to rely on a vendor to bring on promises that is not the similar as trust, as a conviction that the retailer employs customers’ data ethically, or trust as an awareness that the internet is technologically safe. However, every trust kind has dissimilar connotations proposed for customer behavior as well as for how trust could be built. Therefore, it is significant to differentiate among the various extents of trust (Benbasat, Gefen, & Pavlou, 2008). Effectiveness of Trust for Ecommerce McKnight, Choudhury, & Kacmar (2002) outline that web trust model could be understood or recognized in light of three available e-commerce measures those are given below: Perceived site quality Personal innovativeness Web experience Personal innovativeness is a characteristic that imitates self-assurance or optimism concerning adoption of new thoughts or technologies. Additionally, the temperament to trust as well imitates a wide-ranging optimism. Also, disposition to trust allows one to adjust and influences the capability to find out new things. Therefore, temperament to trust should entirely influence personal innovativeness. One of the majority trust-building principles is that knowledge through the entity of trust encourages trust in the object. However, this principle is concerned with both institution-based faith as well as trust in the online business\web vendor. It implies that all-purpose web experience will be completely connected to institution-based trust for the reason that knowledge offers the consumer sensitivity that the dealing with the web is correct and standard, that is symbolized through situational normality. In addition, the web experience guarantees most people that the web is protected optimistically influenced structural assurance. However, the web site quality should effect positively to equally trusting beliefs in addition to trusting meanings for the reason that the web site offers the initial experimental taste of the vendor’s attendance hardens preliminary impressions. In addition, people build trust-related statements regarding others based on anything they are familiar with. As a result, if customers recognize that the website is of high quality, they will suppose that the web vendor has optimistic characteristics as well as will form trusting intentions. For the reason that knowledge overcomes uncertainty, site quality directs to trust in the vendor (McKnight, Choudhury, & Kacmar, 2002). Intention to Engage in Trust Kim & Kim (2003) outlined that trusting intentions state that trustier is strongly eager to rely, or aim to depend, on the trustee. Additionally, the motivations to rely (volitional attentiveness to formulate oneself susceptible to the trustee) as well as slanted likelihood of depending (the apparent probability that one will rely on the other) are two distinct sub-divisions of trusting meanings. In addition, the subjective likelihood of relying is the additional tangible sub division, going away from a stated motivation to depend on another to stated meanings of depending on them in precise means. For instance, describing trust like a subjective likelihood of depending, calculated the probability that one would distribute information through the other individual. However, on the internet, a customer would have motivation to rely if they consent to wide-ranging statements regarding volitional awareness to depend on the vendor. Furthermore, the consumer subjective likelihood of depending engages the predictable intention to connect in three precise risky behaviors offers the vendor personal data and information, performing a buying transaction, or providing the information (for example economic advice) (Kim & Kim, 2003; McKnight, Choudhury, & Kacmar, 2002). Disposition to Trust In case of web based business the disposition to trust is the degree to that a person exhibit a propensity to be eager to rely on others all through a wide spectrum of persons and situations (Kim & Kim, 2003). McKnight, Choudhury, & Kacmar (2002) used two sub divisions of nature to trust. Faith in people means one supposes others are more frequently than not standing, well meaning, loyal. Pertaining the thought that trusting beliefs submits to a precise person’s competence, integrity and benevolence. There is an extension in the trust literature through suggesting that faith in people could be decayed in the similar way (McKnight, Choudhury, & Kacmar, 2002; Kim & Kim, 2003). Trusting behavior means that, in spite of what one consider regarding peoples’ characteristics, one presumes enhanced outcomes consequence from dealing through people as they are well reliable and meaning. In addition, trusting behavior is an economic selection variable, is similar to the customer who has an individual strategy to trust vendors in anticipation of they establish him/her wrong, whether or not they have commendable characteristics. Faith in people is someone’s personal quality; trusting attitude is a personal technique to deal with others (Lee, Kim, & Rao, 2005). Palvia (2009 stated that trust-building approaches can be unusual for individuals using low versus high temperament to trust. For example, links to famous business sites can improve trusting beliefs in the eyes of a customer through elevated character to trust, however can alienate one by means of low temperament to trust (who can be suspicious of some trust-building attempts) (Palvia, 2009). Methods Research method is a discipline of studying how research would be done scientifically. In addition, a research method outlines what the action of research is, how to proceed, how to establish development, and what will make it successful (Xian Jiaotong University, 2004). In this research we are aimed to implement a wide ranging qualitative research methodology. The qualitative research will offer a better management of the overall analysis of the paradigm of the web based business and e-commerce trust building. Since, the qualitative research technology is most effective for the extraction of useful business facts and valuable information. We will use the interviews, surveys, and observation methods across the web for the extraction of effective business information regarding web based trust establishment. The main participant of this research will be web based customers and they will be interviewed and surveyed to extract the information for the web based trust establishment. Researcher’s role will be about the analysis of main areas and factors regarding the trust establishment. Here, researcher needs to assess the behaviors and intentions for web based trust establishment. Books, web based information, and academic journals will be the main theoretical guides for our research. In this research the analysis issues could be regarding the ecommerce customers and their intentions to provide answers to our questions and responding to our interview and surveys. Conclusion E-commerce has become a most important part of almost every business. Since, at the present, almost every organization is using Internet to carry out its business activities. In this scenario, trust becomes a critical factor. Since, it is impossible to run business on internet without winning customer’s trust. This research is going to assess the development and validation of trust measures for e-commerce. This research will assess and analyze the main areas and intentions of web based and ecommerce trust, how they are measured, and how they could be improved. I hope this research initiation document will offer an insight of the overall research. Bibliography Benbasat, I., Gefen, D., & Pavlou, P. A. (2008). Special Issue: Trust in Online Environments. Journal of Management Information Systems Volume 24, Issue 4, pp. 5-11. Boeree, C. G. (2005). Qualitative Methods. Retrieved March 12, 2010, from Ship.edu: http://webspace.ship.edu/cgboer/genpsyqualmeth.html Kim, Y. H., & Kim, D. J. (2003). The Impact of Cultural Differences on trust in E-commerce. Department of Telecommunicatio, Michigan State University 1549 A Spartan VLG East Lansing, MI 48823 U.S.A. , pp. 872-877. Laudon, K. C., & Laudon, J. P. (1999). Management Information Systems (Sixth ed.). New Jersey: Prentice Hall. Lee, J., Kim, D. J., & Rao, H. R. (2005). An Examination of Trust Effects and Pre-Existing Relational Risks in eGovernment Services. Proceedings of the 11th Americas Conference on Information Systems, (pp. 1949-1954). Omaha, NE. Lumsden, J., & MacKay, L. (2006). How does personality affect trust in B2C e-commerce? ACM International Conference Proceeding Series; Vol. 156, Proceedings of the 8th international conference on Electronic commerce: The new e-commerce: innovations for conquering current barriers, obstacles and limitations to conducting successful business (pp. 471-481). Fredericton, New Brunswick, Canada : ACM New York, USA . McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and Validating Trust Measures for e-Commerce: An Integrative Typology. Information Systems Research, INFORMS Volume 13, Issue 3, pp. 334–359. Myers, c. D. (1997). Qualitative Research in Information Systems. MIS Quarterly, Volume 21, Issue 2, pp. 241-242. Neill, J. (2006, July 05). Qualitative Research Methods. Retrieved March 12, 2010, from Wilderdom.com: http://wilderdom.com/qualitative.html Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model. Information & Management Volume 46, Issue 4, pp. 213-220. Pourshahid, A., & Tran, T. (2007). Modeling trust in e-commerce: an approach based on user requirements . ACM International Conference Proceeding Series; Vol. 258, Proceedings of the ninth international conference on Electronic commerce (pp. 413-422). Minneapolis, MN, USA: ACM New York, USA . Turban, E., Leidner, D., McLean, E., & Wetherbe, J. (2005). Information Technology for Management: Transforming Organizations in the Digital Economy (4th ed.). New York: Wiley. Whitten, J. L., Bentley, L. D., & Dittman, K. C. (2000). Systems Analysis and Design Methods 5th Edition. New York: Irwin/McGraw-Hill. Xian Jiaotong University. (2004). Research methodology. Retrieved March 13, 2010, from http://vmcl.xjtu.edu.cn/studyZone/writing/mit.research.how.to/section3.12.html Appendices Sample questions Are you buying online? What type of websites you visit for this? What type of security problems you are facing? Did you face any web based fraud? What type of security you desire? What type of information do you feel is sensitive for you? What type of security features do you want? Do you feel satisfied with current security structure of you business vendor? Read More