The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites

@article{AlDiri2008TheHF,
  title={The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites},
  author={Khalid Al-Diri and Dave J. Hobbs and Rami Qahwaji},
  journal={Int. J. E Bus. Res.},
  year={2008},
  volume={4},
  pages={58-78}
}
Business-to-consumer (B2C) e-commerce suffers from consumers’ lack of trust. This may be partly attributable to the lack of face-to-face interpersonal exchanges that provide trust behavior in conventional commerce. It was proposed that initial trust may be built by simulating face-to-face interaction. To test this, an extensive laboratory-based experiment was conducted to assess the initial trust in consumers using four online vendors’ Web sites with a variety of still and video images of… 

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