Analyse des échelles de confiance de sites Internet

Étude de cas Économie & marchés E-commerce

Date de publication :

10/09/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

86 pages

Niveau :

expert

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Bibliographical study on the concept of trust
1. Presentation of the concept of trust
2. Presentation of the 3 studied scales
3. Consumer trust in B2C e-Commerce and the importance of social presence: David Gefena; Detmar W. Straubb
4. Proposition of a scale of multidimensional measurement of brand trust Patricia Gurviez; Mickaël Korchia
Translation and back-translation of scales
1. The qualitative approach
2. Different stages for Survey using questionnaires
Building and validation of a trust scale towards web-sites
1. Exploratory factoring analysis in principal components (APC)
2. Confirmatory factoring analysis
Analysis of results
1. Spotting and deleting absurd values
2. Values linked to the variable trust
3. Respondent trusting the Internet profile

Résumé :

The aim of the survey is to determine the consumers' trust towards online shops. In order to lead the survey we decided to back up our work with a bibliography of famous authors in marketing and social sciences. The gathered results thanks to different questionnaires will enable us to analyze different profiles of customers depending on the "trust" variable.

Since the booming of new information technologies and widespread use of the internet in the beginning of the 21st century, a new way to commerce and exchange is born: the E-commerce
The OCDE defines the e-commerce as: « the sell or the purchase of goods or services, by a company, an administration or any kind of public or private entity, done via an electronic network ».
The « Bilan des acheteurs sur internet » done by the Fedvad (Fédération du e-commerce et de la vente à distance), Médiamétrie and NetRatings in january 2008 shows encouraging results for the e-commerce with almost 20 million internet-buyers in France.