Building Trust in E-Commerce through Web Interface

Abstract

The emergence of Internet has revolutionalized the way businesses are conducted. The impact of e-commerce is pervasive, both on companies and society as a whole. It has the potential to impact the pace of economic development and in turn influence the process of human development at the global level. However, the growth in e-commerce is being impaired by the issue of trust in the buyer-seller relationship which is arising due to the virtual nature of e-commerce environment. The online trading environment is constrained by a number of factors including web interface that in turn influences user experience. This article identifies various dimensions of web interface that have the potential to influence trust in e-commerce. The empirical evidence presented in the article is based on a survey of the web interfaces of 65 Indian e-Marketplaces.