E-commerce and Consumer Trust. Problems with Engagement and Some Potential Solutions. Jason Rutter ESRC Centre for Research on Innovation & Competition University of Manchester Jason.Rutter@manchester.ac.uk. Overview. The numbers bit. Why should we trust the internet? What is trust anyway?
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Base:All e-shoppers (c.600 per wave)
Source: BMRB Internet Monitor
Billions of Euros
Source: Jupiter Research 2003
Source: Oxford Internet Institute (Hutton & Shepherd, 2004)
Source: Commtouch Software Online Lab
Source: BMRB’s Internet Monitor
Base:All GB Internet Users Aged 15+ (c 1,000 per wave)
Source: BMRB’s Internet Monitor
“tacit or taken-for-granted qualities [which] form the essential condition which allows actors to concentrate on tasks in hand.” (Giddens, 1991: 36)
Imagine going into a bricks-and-mortar bookshop. As you walk through the door you are met by a insistent member of staff who asks you for your name, address and daytime phone number and refuses you entry into the store before you provide those details. No ifs, no buts, no, “I’m only looking,” the rule is absolute: no personal details, no entry. Having had these details recorded and probably been added to the bookshops prolific mailing list you begin to wander around the store. However, you soon begin to notice that you are being followed around the store by what appears to be a store detective. This person watches everything you look at, notes down how long you look at it, whether you put it in a shopping basket and even tries to take a peak at our other shopping bag in an attempt to find out what store we’d just come from. You put up with this strange behaviour and eventually find a book you are interested in buying. This, unfortunately, has not been as easy as you thought as although the shop has an excellent stock, only the top selling books are easily found and others available not by browsing the shelf but by asking an assistant to bring you a list of all the books they can sell you (both in stock and available on order) that have a particular keyword in the title. While you are waiting for the list you are encouraged to take a look at a number of advertisements for this bookshop and other companies. The only snag now is that there is no price on the item you want to buy. You again return to the assistant who is more than happy to help you but only if you provide the company with your credit card details for their records first. However, the assistant assures you that once they have your details on file then shopping with them will be a lot simpler and quicker and that, in order to further tailor your shopping needs, would you mind completing this short questionnaire about you interests, income, shopping routine and details of why you chose this particular bookshop?
Source: Grazioli, 2004
Regulation most important
Mutuality low & potential for mistrust high
Easy to jeopardise relationship
“community depends on trust, and trust in turn is culturally determined” (Fukuyama 1995)