A conceptual framework of social presence of B2C e-Commerce trust

Abstract

The existence of risk in electronic transaction makes consumer reluctance to engage with e-Commerce. Thus, many researches have been conducted on different properties of trust but lack of attention has been given to interpersonal based trust. By considering one of potential limitations of e-Commerce sustain growth which stated that social events of consumers have not yet fully duplicate into digital form, objectives of this study is to investigate the importance of social presence in e-Commerce environment. Research objectives are parallel with the intention of author to study about interpersonal based trust. To achieve the objective for this research, all e-Commerce trust properties with its attributes have been explored as suggested by previous researchers. Trust factors based on social presence attributes also have been identified. An integrated B2C e-Commerce trust model has been refined which incorporated those tested social presence attributes with existing trust properties in e-Commerce.