How to be trustworthy & Where to find trust in online marketing?
In contemporary century, speedy pace of economy has induced a number of problems we are dealing with, like is the product trustworthy, or how costumers can find trust among industries. Refer to trust and trustworthy, they have common points and differences as well. In later paragraph, we will discuss specifically.
About trust, from the actually meaning, it can be transferred into an interactive relationship between two objec
tives. Take some specific examples: family (parents and children), school (tutor and students), corporate (employee and employer), all the objectives is related to trust relationship. In terms of trustworthy, it describes certain objectives worth trust. From my point of view, both are subjective, they are general opinions collected from public. In virtual marketing, decision-makers are able to make their products trustworthy, use advertising to give information to public in a positive way to build up a trustworthy image. Conversely, online business and online communities usually disappointed audiences; still there is a wide range of misleading on the internet. It has been suggested that communication between social network members usually results in reduced stress and increased emotional support (Adam Acar, 2008).
A example should be mentioned is ASDA retailer, in the price label, original price is similar to modified one, some even lower! As Ashley Seager pointed out: the retailer announced last week that it would cut a further 5,000 prices by Easter, bringing to 12,500 the number of items that have been reduced. It said this was part of a new transparency in its pricing policy that would give customers "value they can trust". (Ashley Seager, 2009). A battle about trust between costumers and sales market is ready to fight.
The new website is very difficult to make people to trust it. Especially, the new website, people can not trust it, therefore we should think about how to make your viewer trustworthy on your website? We know there are so many scams on the internet, but people still need it. This means ‘that people need use website to be successful, they should actively convince potential customers that your website is completely legitimate by removing anything suspicious and by adding key trust-building information.’ (Robert, L. 2009)
We can see there are so many web-based businesses out there that sell products and services, but they all without any interaction with their customers. Therefore, we can use the “add contact information”, which works for most online shoppers some people do like read the option of direct contact with service of company. They might think it is more trustworthy on your website.
Sometimes, you want customer add a phone number or an email address in your website to become the membership. Thus, ‘in a web-based auction, product recognition, a buyer’s shopping experiences in the real marketplace, and a buyer’s perception of risks are less critical than in a real auction. According to (Paul A. , Huigang Liang and Yajiong Xue 2007) point that ‘trust is defined as a buyer’s intentions to accept vulnerability based on her beliefs that transactions with a seller will meet her confident transaction expectations due to the seller’s competence, integrity, and benevolence.’ Following above ‘the logic of signals and incentives, we propose that trust can reduce all four proposed antecedents of uncertainty by mitigating the problems of hidden information and hidden action.’ (Paul A., Huigang Liang and Yajiong Xue 2007)
Some researchers (Bolton, Loebbecke and Ockenfels, 2008) declared that “the advantage of Internet markets is that they enable traders to break through geographical constraints to trade in larger and more competitive pools. Transactions tend to be one-shot, so that Internet markets are largely strangers’ networks.” Therefore, how to maximize trustworthiness in e-commerce has been persuaded by all marketers. In order to identify different levels of trustworthiness, we have to toward on consumers’ intention and attitudes. If a consumer intent to buy products from an online provider, they are willing to take the risk. If they felt satisfied by this transaction, they will trust this online provider in the future. Therefore, trust could enhance customers’ loyalty. But how could an online provider promote itself and gain consumers’ voluntary contributions? According to Buttner and Goritz (2008), trustworthiness could divide into three levels: ability, benevolence and integrity. These three dimensions of trustworthiness affect the degree of trust. As web-marketers, achieve the highest level of trustworthiness will maximize trust and then reach optimization.
1. Ability
This is the back bone for online marketing. A capable and qualified online provider enables to provide professional services to consumers as well as to gain consumers trust. This ability could also be considered as pre-purchase knowledge, such as determine the risks within the industry; identify consumers’ expectations towards this brand; and use online viral marketing to raise awareness of website.
2. Benevolence
Based on competency of the services provided online, now it reaches to second level of trustworthiness which is showing a disposition to do good for the users in their services. In order to gain trust from consumer, online providers should stand from users’ point of view to concern their motivation rather than own profit, such as provide easy access for online purchasing; research on customer’s preferences; and provide feedback to users.
3. Integrity
To be integrity is not easy for online marketers. The reliable and dependable services should be provided to consumers by performing providers’ promises. In other words, credibility should be showed to consumers. This is the highest level of trustworthiness, such as use external links as back up data or references; describe company’s history and achievements; and provide privacy policy to let customers in control of their own data.
Through website, footall club can manage the daily activities of their team publish the on-time results, fixture and latest news, sale tickets and immediately communicate with their team fans.
Another importance of football team website is earn more revenue by providing areas for business advertising. Manchester United football team, which is one the biggest famous football teams all over the world, they set up a special area for enterprises to do business. Their deliver sales has throughout near two hundreds countries.
Advice
Such a nearly perfect football team, has numerous fans in the world, how to improve the fans’ recognition of its Website. If the organization provides a pretty downloadable desktop application for their fans, once they download, they can free of use it and update the information. When the fans open the computer, they can see it. The benefit of this application not only can strengthen the relationship with fans, but also help increase traffic to its Web site and help position the team to take advantage of increased revenue opportunities. (Teach Republic)
References:
Antecedents and Consequences of Online Social Networking Behaviour: The Case of Facebook, Journal of website promotion, Adam Acar (Vol. 3 2008)
Bolton,G. Loebbecke,C. and Ockenfels,A. (2008) “Does Competition Promote Trust and Trustworthiness in Online Trading? An Experimental Study” Journal of Management Information Systems, [online] 25, (2) 145-169.
Available form < http://web.ebscohost.com/ehost/pdf?vid=7&hid=21&sid=7e17c7e3-8f94-469f-b807-897ee62f13ed%40sessionmgr2> [Fall 2008]
Buttner, O.B. and Goritz, A.S. (2008) “Perceived Trustworthiness of Online Shops”, Journal of Consumer Behaviour, [online] 7, (1) 35-50.
Available from < http://web.ebscohost.com/ehost/detail?vid=8&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=31239547> [Jan-Feb 2008]
Casalo, L.V., Flavian, C. and Guinalia, M. (2007) “The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website” Journal of Marketing Communication [online] 13, (1) 1-17.
Available from < http://web.ebscohost.com/ehost/pdf?vid=18&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9> [March 2007]
Chaudhuri,A. and Gangadharan,L. (2007) “An Experimental Analysis of Trust and Trustworthiness”, Southern Economic Journal, [online] 73, (4) 959-985.
Available from <http://web.ebscohost.com/ehost/pdf?vid=8&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [April 2007]
Financial: Half of Assad’s price cuts 'worth just 1p an item’, The Guardian (London) - Final Edition, Ashley Seager (March 9th, 2009)
Manchester United Football Club Office Website (http://www.manutd.co.uk/)
Pavlou,P.A. Liang,H. and Xue,Y. (2007) “Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal—Agent Perspective” MIS Quarterly [online] 31, (1) 105-136.
Available from <http://web.ebscohost.com/ehost/pdf?vid=12&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [March 2007]
Robert,L. (2009) “Can You Trust Online User Reviews?” PC World [online] 27, (1) 30-32.
Available from <http://web.ebscohost.com/ehost/pdf?vid=21&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3>
TeachRepublic (http://whitepapers.techrepublic.com.com/abstract.aspx?docid=397649)
In contemporary century, speedy pace of economy has induced a number of problems we are dealing with, like is the product trustworthy, or how costumers can find trust among industries. Refer to trust and trustworthy, they have common points and differences as well. In later paragraph, we will discuss specifically.
About trust, from the actually meaning, it can be transferred into an interactive relationship between two objec
tives. Take some specific examples: family (parents and children), school (tutor and students), corporate (employee and employer), all the objectives is related to trust relationship. In terms of trustworthy, it describes certain objectives worth trust. From my point of view, both are subjective, they are general opinions collected from public. In virtual marketing, decision-makers are able to make their products trustworthy, use advertising to give information to public in a positive way to build up a trustworthy image. Conversely, online business and online communities usually disappointed audiences; still there is a wide range of misleading on the internet. It has been suggested that communication between social network members usually results in reduced stress and increased emotional support (Adam Acar, 2008).A example should be mentioned is ASDA retailer, in the price label, original price is similar to modified one, some even lower! As Ashley Seager pointed out: the retailer announced last week that it would cut a further 5,000 prices by Easter, bringing to 12,500 the number of items that have been reduced. It said this was part of a new transparency in its pricing policy that would give customers "value they can trust". (Ashley Seager, 2009). A battle about trust between costumers and sales market is ready to fight.
The new website is very difficult to make people to trust it. Especially, the new website, people can not trust it, therefore we should think about how to make your viewer trustworthy on your website? We know there are so many scams on the internet, but people still need it. This means ‘that people need use website to be successful, they should actively convince potential customers that your website is completely legitimate by removing anything suspicious and by adding key trust-building information.’ (Robert, L. 2009)
We can see there are so many web-based businesses out there that sell products and services, but they all without any interaction with their customers. Therefore, we can use the “add contact information”, which works for most online shoppers some people do like read the option of direct contact with service of company. They might think it is more trustworthy on your website.
Sometimes, you want customer add a phone number or an email address in your website to become the membership. Thus, ‘in a web-based auction, product recognition, a buyer’s shopping experiences in the real marketplace, and a buyer’s perception of risks are less critical than in a real auction. According to (Paul A. , Huigang Liang and Yajiong Xue 2007) point that ‘trust is defined as a buyer’s intentions to accept vulnerability based on her beliefs that transactions with a seller will meet her confident transaction expectations due to the seller’s competence, integrity, and benevolence.’ Following above ‘the logic of signals and incentives, we propose that trust can reduce all four proposed antecedents of uncertainty by mitigating the problems of hidden information and hidden action.’ (Paul A., Huigang Liang and Yajiong Xue 2007)
Some researchers (Bolton, Loebbecke and Ockenfels, 2008) declared that “the advantage of Internet markets is that they enable traders to break through geographical constraints to trade in larger and more competitive pools. Transactions tend to be one-shot, so that Internet markets are largely strangers’ networks.” Therefore, how to maximize trustworthiness in e-commerce has been persuaded by all marketers. In order to identify different levels of trustworthiness, we have to toward on consumers’ intention and attitudes. If a consumer intent to buy products from an online provider, they are willing to take the risk. If they felt satisfied by this transaction, they will trust this online provider in the future. Therefore, trust could enhance customers’ loyalty. But how could an online provider promote itself and gain consumers’ voluntary contributions? According to Buttner and Goritz (2008), trustworthiness could divide into three levels: ability, benevolence and integrity. These three dimensions of trustworthiness affect the degree of trust. As web-marketers, achieve the highest level of trustworthiness will maximize trust and then reach optimization.
1. Ability
This is the back bone for online marketing. A capable and qualified online provider enables to provide professional services to consumers as well as to gain consumers trust. This ability could also be considered as pre-purchase knowledge, such as determine the risks within the industry; identify consumers’ expectations towards this brand; and use online viral marketing to raise awareness of website.
2. Benevolence
Based on competency of the services provided online, now it reaches to second level of trustworthiness which is showing a disposition to do good for the users in their services. In order to gain trust from consumer, online providers should stand from users’ point of view to concern their motivation rather than own profit, such as provide easy access for online purchasing; research on customer’s preferences; and provide feedback to users.
3. Integrity
To be integrity is not easy for online marketers. The reliable and dependable services should be provided to consumers by performing providers’ promises. In other words, credibility should be showed to consumers. This is the highest level of trustworthiness, such as use external links as back up data or references; describe company’s history and achievements; and provide privacy policy to let customers in control of their own data.
Through website, footall club can manage the daily activities of their team publish the on-time results, fixture and latest news, sale tickets and immediately communicate with their team fans.
Another importance of football team website is earn more revenue by providing areas for business advertising. Manchester United football team, which is one the biggest famous football teams all over the world, they set up a special area for enterprises to do business. Their deliver sales has throughout near two hundreds countries.
Advice
Such a nearly perfect football team, has numerous fans in the world, how to improve the fans’ recognition of its Website. If the organization provides a pretty downloadable desktop application for their fans, once they download, they can free of use it and update the information. When the fans open the computer, they can see it. The benefit of this application not only can strengthen the relationship with fans, but also help increase traffic to its Web site and help position the team to take advantage of increased revenue opportunities. (Teach Republic)
References:
Antecedents and Consequences of Online Social Networking Behaviour: The Case of Facebook, Journal of website promotion, Adam Acar (Vol. 3 2008)
Bolton,G. Loebbecke,C. and Ockenfels,A. (2008) “Does Competition Promote Trust and Trustworthiness in Online Trading? An Experimental Study” Journal of Management Information Systems, [online] 25, (2) 145-169.
Available form < http://web.ebscohost.com/ehost/pdf?vid=7&hid=21&sid=7e17c7e3-8f94-469f-b807-897ee62f13ed%40sessionmgr2> [Fall 2008]
Buttner, O.B. and Goritz, A.S. (2008) “Perceived Trustworthiness of Online Shops”, Journal of Consumer Behaviour, [online] 7, (1) 35-50.
Available from < http://web.ebscohost.com/ehost/detail?vid=8&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=31239547> [Jan-Feb 2008]
Casalo, L.V., Flavian, C. and Guinalia, M. (2007) “The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website” Journal of Marketing Communication [online] 13, (1) 1-17.
Available from < http://web.ebscohost.com/ehost/pdf?vid=18&hid=13&sid=6d5bd4ab-4331-4405-a703-ed65e7c865e5%40sessionmgr9> [March 2007]
Chaudhuri,A. and Gangadharan,L. (2007) “An Experimental Analysis of Trust and Trustworthiness”, Southern Economic Journal, [online] 73, (4) 959-985.
Available from <http://web.ebscohost.com/ehost/pdf?vid=8&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [April 2007]
Financial: Half of Assad’s price cuts 'worth just 1p an item’, The Guardian (London) - Final Edition, Ashley Seager (March 9th, 2009)
Manchester United Football Club Office Website (http://www.manutd.co.uk/)
Pavlou,P.A. Liang,H. and Xue,Y. (2007) “Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal—Agent Perspective” MIS Quarterly [online] 31, (1) 105-136.
Available from <http://web.ebscohost.com/ehost/pdf?vid=12&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3> [March 2007]
Robert,L. (2009) “Can You Trust Online User Reviews?” PC World [online] 27, (1) 30-32.
Available from <http://web.ebscohost.com/ehost/pdf?vid=21&hid=6&sid=9d7107c9-68a1-44ad-883f-4e47d407fffd%40sessionmgr3>
TeachRepublic (http://whitepapers.techrepublic.com.com/abstract.aspx?docid=397649)
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