Conclusion

In this chapter, we aimed at highlighting the interrelated aspects of usability of websites and perceptions of trust in e-commerce. First, we examined the definitions of trust by sociologists and after that we explored the results of some empirical studies of trust in e-commerce and threats to trust on online business. By examining earlier studies, we also clearly showed how usability can be seen as an enhancement of trust. To test our ideas empirically, we designed and conducted a pilot study in Finland in 2002. We compared the results of our pilot study with the findings of the previous studies reviewed. Based on these, we discussed the needs for further studies in order to examine the aspects of the effect of site design with regard to trust.

We claim that trust is an important factor in e-commerce. It is connected with safety issues and familiarity with the brand and the vendor. Good usability enhances trust by showing that the vendor is technically competent and takes care of the customers by producing carefully designed, dependable and secure websites. The pilot study thus revealed the importance of design and usability questions for producing trusted e-commerce. Although part of the e-commerce sites are lacking in these respects, we do not expect that to stop the growth of e-commerce because of the number of vendors who have already managed to establish successful sites and the strong motivators that e-commerce possesses.

There are questions concerning trust in e-commerce that could be investigated further. An interesting research task would be to examine how design, usability, quality and trust are interrelated, and to combine this with questions of safety. Moreover, information-sharing mechanisms provided by online vendors as trust builders and consumer decision-making support would be an interesting topic for research. A more qualitative approach could reveal the various aspects of trust to a greater degree. A study to explore the perceptions of different focus groups or user segments could also point out the meaning and importance of the different factors related to usability and security factors contributing to trust in e-commerce.