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The Role of Institution-based Trust in Initial Trust Formation Between E-commerce Buyers and Sellers in the Nigerian E-commerce Environment

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The role of institution-based trust in initial trust formation between E-commerce buyers and sellers in the Nigerian E-commerce environment Abiola B Omoniyi Abstract E-commerce has been largely very successful and participation requires one to engage with whom they have little or no prior interaction, this requires trust. The role of trust in E-commerce has been researched and written about extensively, however, most of the literature has focused mainly on developed economies and as such data
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  The role of institution-based trust in initialtrust formation between E-commerce buyersand sellers in the NigerianE-commerce environment Abiola B Omoniyi  Abstract E-commerce has been largely very successful and participation requires one to engage with whomthey have little or no prior interaction, this requires trust.The role of trust in E-commerce has been researched and written about extensively, however, mostof the literature has focused mainly on developed economies and as such data and survey sampleshave been taken mostly from these economies. This study intends to contribute to filling that gap byresearching key institutional safeguards that encourage initial trust formation between onlineconsumers and vendors and testing them within the Nigerian online environment.Drawing from Institution based trust literature an integrated model of institutional trust wasdeveloped. Nine institutional mechanisms influencing customer trust in e-commerce relationshipswere identified. They are perceived feedback, perceptions of credit card guarantees, perceptions of security, perceptions of monitoring, perceptions of legal bonds, perceptions of insurance, perceptions of accreditation, perceptions of escrow services and perceptions of third party paymentservices. Nine Hypotheses were drawn based on the institutional mechanisms identified and their validity inthe Nigerian online environment and an empirical study was carried out to test them. Two Nigerian banks were selected as case study debit Card issuers and data for the study was collected in Nigeria by means of survey questionnaires and semi-structured interviews of the a senior banking officers ineach of the case study Debit card issuers (Nigerian Banks).All hypotheses were confirmed. It was found that all the institutional mechanisms identified by thestudy influence Nigerian online users' decisions to trust in an e-commerce relationship.2  Acknowledgements I would like to thank all those who assisted in the writing of this dissertation, with special thanksto my supervisor for his guidance.3  Table of contents Abstract.............................................................................................................Acknowledgements..........................................................................................1.0 Introduction................................................................................................1.1 Background....................................................................................1.2 E-commerce in Nigeria..................................................................1.3 Trust and e-commerce.....................................................................1.4 Research question and objectives...................................................2.0 Literature review........................................................................................2.1 What is trust?..................................................................................2.2 Importance of trust to e-commerce................................................2.3 Effects of trust on e-commerce.....................................................2.4 Initial trust framework..................................................................2.4.1 Trust antecedents........................................................................2.4.2 Components of trust...................................................................2.4.1 Trusting beliefs...........................................................................2.4.2 Trusting intentions.....................................................................2.5 Institution-based trust and institutional mechanisms..................2.5.1 Institution-based trust ..............................................................2.5.2 Institutional mechanisms..........................................................3.0 Conceptual Framework...........................................................................3.1.1 Perceived effectiveness of monitoring.....................................3.1.2 Perceived protection offered by legalsafeguards or legal bonds................................................................3.1.3 Perceived effectiveness of escrow servicesand/or third party payment solutions..................................................3.1.4 Perceived effectiveness of credit card guarantees....................3.1.5 Perceptions of feedback............................................................3.1.6 Perceptions of accreditation and security measures ................3.1.7 Perceptions of Effectiveness of insurance...............................4.0 Methodology...........................................................................................4.1 Research Paradigm......................................................................4.2 Research Methods.......................................................................4

Uzbek Cousine

Sep 22, 2017
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