representing a frame for creating electronic trust and developing 1044

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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 1044

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Representing a Frame for Creating Electronic Trust and Developing E-

Commerce and Its Impact on Developing Direct Export

Tahereh Nabizadeh35

, ZahraGharib Tarzeh36

, Masoomeh Nabizadeh37

Abstract

E-commerce has been widely applied in business arena. But, this capacity is less than expected

rate. The main reason for this is the lack of businessmen’s trust toward on-line services which is

provided in the virtual world of e-commerce. This occurs when a basis is provided for removing

the obstructions of e-commerce and developing direct exports by providing the cornerstones of

e-commerce’s success. This paper tries to represent a theoretical frame for creating trust toward

e-commerce in the customers and study its role in developing e-commerce. For this purpose,

first, e-commerce concepts are investigated and then different mechanisms for creating electronic

trust in customers are discussed which lead to the organizational and individual trust. Next, the

effect of e-trust on e-commerce was examined which decreased the obstacles for e-commerce

development. Regarding the results and previous studies, a conceptual model was represented

which provides new insights for applying trust-creating strategies and developing direct exports.

Key words: e-commerce development, trust mechanism, Internet, trust types, e-trust, export

development

1. Introduction

Advent of information technologies and e-commerce has led to new opportunities as well

as main challenges for the enterprises. This phenomenon has created compensation opportunities

for old weaknesses like disability in accessing new markets and improving research and

development or acting in international arena (Ajdari 2007). However, the costs related to

adopting new technologies of e-commerce are the most important challenges for the companies.

In general, by the advent of e-commerce, an old dream of many organizations was granted for

acting in new markets in international arena and unlimited business. So, many studies have been

done on accepting e-commerce (Golden and Griffin 1998, Poon and Swatman 1999). Many

studies have concluded that different organizations have different problems in creating or

adopting e-commerce in their environments. In general, there are many risks in accepting e-

commerce which increase the difficulties of creating and reinforcing confident ways for business

in Internet. For example, how can one make sure of the correctness and legality of virtual

signatures in the cyberspace? These complexities represent the possibility of making mistakes in

accepting e-commerce. Trust-creating services are important in providing more confidence

toward Internet (Baldwin et al 2001) and are considered as basic factors in the success of

accepting e-commerce (Pennanen 2009). Trust service is not a new concept in business; since,

legal financial and insurance institutes have created trust and confidence atmosphere in

commercial contracts since a long time ago (Baldwin et al 2001). This paper looks for creating a

35

. Department of Business Management, Mashhad Branch, Ferdowsi University of Mashhad, IRAN 36

. Department of Business Management.,Torbat-e-Jam Branch, Islamic Azad University, Torbat-e-Jam, IRAN 37

. Department of Business Management.,Mashad Branch, Islamic Azad University, Mashad, IRAN

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conceptual model for developing e-commerce and its export through trust –crating foundations.

First, the concepts related to trust in individual and organizational contexts were discussed; then,

its strategies like developed decisions, pretest, buying heuristic, extended maintenance and

warranty contracts were investigated. Next, according to the conclusions and previous studies, a

model was offered for developing e-commerce and its concepts; then, the obstructions for direct

export were discussed.

2. Trust and e- trust concepts

Applications of e-services and Internet are increasing. Millions of Internet users are engaged

in Internet search while they have problems like, risk, safety, and trust, dealing with web

(Pourshahid et al 20007). From psychological view, studies on trust tend to focus on personal or

inter-personal differences; while defining trust is difficult from sociological view because it can

be regarded in many fields and from many aspects. Different definitions from trust are

represented. Benevolence and credibility have been recognized as the fundamental components

of trust (Ambrose and Johnson 1998, Doney and Cannon 1997, Ganesan 1994, Roy et al 2001).

Credibility refers to the necessary expertise of the seller for fulfilling his task efficiently; but,

benevolence refers to the good will of the seller which leads to his pleasant behavior with the

customers, even if there is no obligation between two sides (Head and Hassanein 2002). Kimery

and Mc Cord (2002) refer to trust as the voluntary acceptance intention of a person in a

psychological status according to positive expectations from the intentions or behavior of the

others. Marsh (1994) defines trust as the acceptance, confirmation or as a tool for decreasing

complexities. In another definition, trust is like attitude, expectations and confidence of a person

toward a specific topic (Chen and Barnes 2007). Trust refers to the personal properties affecting

a person’s interactions with his wide environment around him (Nefti et al 2006). According to

previous studies, Gefen et al (2003) classify trust concepts in 3 groups:

1. A set of qualities including, benevolence, ability, and honesty

2. General belief in the trustablity of the other side

3. The feeling of self-confidence and safety in relation with the other side

With the advent of e-commerce and widespread transactions through that, the concept

of e-trust is highlighted. E-trust refers to the tendency of being exposed to the danger

of other side’s activities, based on this hypothesis that the other side performs a

specific task that is important for trustier, dispensing with his supervision and control

power toward the other side. According to Corritore et al (2003), e-trust is a personal

view toward trust expectation in a risky on-line situation which eliminates the abusing

possibilities from a person’s vulnerability. E-trust is also a customer’s tendency to

doing on-line transactions with this expectation that the organization will perform its

obligations and won’t abuse its supervising and controlling abilities (Yousafzai et al

2005).

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3. Trust 's importance in e-commerce

Internet has many advantages for buying goods and services, enabling them to

deal and interact with the organizations. Global polls show that using Internet for on-

line shopping has had a descending trend whose main reason can be the lack of the

trust in the customers according to the marketer s’ ideas. Internet users don’t have

enough trust at sharing and communicating information with Internet sellers (Cheung

and Lee 2007). Trust plays the main role in creating satisfaction and achieving

expected results in on-line transactions. In Figure 1, a time period model for

transactions in e-commerce is represented.

Figure 1. Time period model for transactions in e-commerce

So, as seen in Figure 1, creating e-trust is the first step and the foundation of an

electronic interaction. Lack of trust in e-commerce is for higher non-certainty in

economic transfers of e-commerce and uselessness of many trust-making methods in

comparison with traditional business. Economic transfers in Internet world have

many risks in relation with technologic foundations used for communicating

information (system-related uncertainties)or effective factors in Internet transfers

(transfer-related uncertainties). Researchers have observed a closed relation between

the trust and perceived risks by the customers. Perceived risk refers the conditions,

status, or an event with potential ability of creating economic problems for the data,

or network sources in the form of destruction, disclosure, changing data, and

deprivation from services, cheating or abusing user’s information. From the other

hand, e-business risks are divided into the risks related to personal information,

quality, production price, representing personal services, and business confidence’s

ability. On-line trust decreases the perceived risk from transaction processes. Web

sites can increase on-line trust in the customers by reducing environmental risks or

promoting safety; because, customers disclose their personal information in a website

when they recognize its trustability and credibility and their concerns about

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preserving privacy and safety decreases (Chen and Dhillon 2003). Uncertainty comes

from the fact that representing services is not fully predictable and customers need to

understand supplier’s actions. Trust in electronic activities is more important than

other transactions because in electronic activities uncertainty and risks are inevitable

and both transaction sides are absent. Internet has all these qualities and for these

reasons trust is the main factor in e-commerce growth (Eastlick and Lotz 2011).

According to Pourshahid et al (2007), uncertainty in e-business focuses on the lack of

confidence toward a product’s quality or inability of the seller for delivering the

orders which lead to the lack of trust in on-line tenders or virtual communications.

4. Individual and organizational trust in electronic environment

In general, despite the lack of a unified definition from trust, this concept can

have an individual aspect, implying trust to another person that can be a salesperson

or any other person in the web space; or an organizational aspect which deals with the

trust in the technology or society. In different studies, e-trust refers to a combination

of individual and organizational trust (Tan et al 2001, Lee and Turban 2001, Mc

Knight et al 2002, Young et al 2006).

4.1. Personal trust

Personal trust focuses on the trust formed toward a specific part. Individual trust

depends on the customer’s evaluation from trustability of an electronic salesperson. In

the literature of trust, the qualities like competence, predictability, benevolence, and

honesty are considered as the major factors in developing trust toward the other side

in on-line space. As a result, these qualities should be regarded in individual level to

create trust toward a specific person (Khodadadhoseini et al 2009). In relation with

competence, customers evaluate the abilities of the salesperson to see if he has the

essential skills and expertise for meeting customer’s needs. Predictability refers to the

perceived reputation of a salesperson for providing consistent and continuous

services. From the other hand, honesty refers to the perceived believes of the

customers in the faithfulness of the activities of virtual sellers and has accepted a set

of rules and standards. Moreover, benevolence is the judgments of the customers

about this issue that if the seller has focused on getting profit or customers' needs

(Gonzalez and Luna 2006). Every factor of individual trust comes from customers

perception from virtual seller based on past experiences or gathered information from

data sources. Those sources can result from a friend, relative or third person sites in

which Internet users express their ideas about the sellers and on-line experiences. The

third state can be a valuable factor in virtual world and provide extra information for

growing trust (Tan and Sutherland 2004). Individual trust refers to a person’s trust

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toward a unit or the other side which comes from social psychology and stresses

customer's trust at individual level (Tan and Sutherland). Individual trust refers to a

person’s trust toward a unit or the other side which comes from social psychology and

stresses customer’s trust toward an electronic seller. For example, customer’s trust

toward an electronic bank or e-book store (Penanen 2009). Table 2 shows some

trustability aspects in e-commerce.

Table 2. Some aspects of individual trust in e-commerce

researcher qualification Benevolence perfection predictability

Lee and

Turban 2001) )

Roy et al ( 2001) Mc Knight

( (2002

Chen & Dhillon

(2003)

Garbarino & Lee

(2003)

Ratnasingham

and Pavlou

(2003)

Tan and

Sutherland

(2004)

Serva et al

(2005)

4.2. Organizational trust

Organizational trust has a root in sociology and refers to the customer’s trust in

electronic foundations in general and organizational aspects of e-commerce.

Customer’s trust in technical and legal support is recognized as the samples of

electronic trust. Organizational trust has two divisions: 1. Ordinary trust which refers

to correct orders and operations in electronic space, and 2. Structural trust which

refers to the structures like guarantees and the rules for improving organizational trust

in web space (Pennanen 2009). This dimension focuses on the idea of forming trust

toward Internet as a whole and trust to technologies. If a customer avoids using

Internet or other technologies, he is probably ignoring it as a shopping tool.

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Considering this point is of high importance in understanding trust concepts. In

organizational level, people’s perception from supervisory, legal, and technical

environment is also considered. Organizational dimension considers people past

experiences from Internet. If a person is familiar with Internet and uses it regularly,

he will probably have higher level of organizational trust in comparison with

inexperienced people. Then, the experience of using Internet will increase

organizational trust (Istlik and Loots 2011).

5. Strategies of creating trust in customers

5.1. Pretest

Pretest implies that a customer uses a person or an organization’s products temporarily or

buys them, but he is not sure that the salesperson will have any refund or consider warranty

notes. Customers widely use pretests in traditional shopping and e-commerce to reduce risk

(Kotler 2000). Instead of using pretest for reducing risk, customers can use it to evaluate

trustability of Internet seller in e-commerce. For example, customers can test electronic buyer

and seller before any transaction to persuade themselves about trusting e-seller. Customers can

also use pretest for evaluating trustabilty of e-commerce. So, it can be used as a strategy for

trust creating in customers (Pennanen 2009).

5.2. Buying heuristics

Buying heuristics implies that customers use shopping rules for problem-solving or

decision-making. Dealing with heuristic shopping, Mick and Fournier (1998) stated that

customers buy the latest models of represented products, less complicated models, more

expensive models, and more known brands. There are evidences that customers use buying

heuristics in e-commerce. For example, Ha (2004) found that reputation of an e-shop’s brand is

directly correlated with perceived trust levels toward a brand and a brand is a risk-reducing and

removing factor for the customers (Serva et al 2005). Customers can evaluate trustability of e-

commerce by shopping from the owner of a famous brand (Pennanen 2009). As a result, using

a famous brand can be an important factor in creating e-trust in e-commerce and positive

evaluation of the customers from trustability of Internet salesperson.

5.3. Extended decision making

Third strategy used by the customers to evaluate trustability of e-commerce is extended

decision making. Mick and Fournier (1998) refer to extended decision making as an attempt

and persistence for accessing to detailed information about a brand and buying the best and the

most economic option. There are other ways for extending customer’s knowledge and

decreasing their perceived risk (Gronroos et al 2000). For example, customers can consult their

friends about the products in e-commerce or achieve some knowledge from websites about

products. For creating trust, customers can use extended decision making to evaluate the

trustability of electronic salesperson (personal trust) and technological trust (organizational

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trust). For example, customers can use the ideas and experiences of other customers or refer to

the magazines and newspapers (Pennanen 2009).

5.4. Extended maintenance and warranty contract strategies

Last strategy of trust creation is extended maintenance and warranty contract. Researchers

have stated that many customers use different warranties to reduce their perceived risk. 3

groups of warranties include: contract, maintenance and refund. As Mick and Fournier (1998)

stated, maintenance warranties and contracts reduce the perceived risk of the customers. Tan

(1999) found that perceived risk of the customers in e-commerce reduces using refund

warranties. Customers can evaluate trustability of an Internet salesperson, analyzing if he

represents a refund warranty. In next section, trust-creating strategies in electronic space will be

used for forming the conceptual model of this paper.

6. E-commerce concept and its extension

In general, business refers to all activities inside a company (internal) or with the customers

and suppliers (external) that create value (Rajabian 2008). E-commerce refers to all commercial

activities that are done electronically. Tool (1998) stated that e-commerce is any form of

business or organizational interaction or data transfer which occurs through information

technologies and communication. Toorban and King (2006) believe that e-commerce is not

limited to only shopping or selling in Internet but it covers all the transactions and transfers of

goods/services/information through computer net (Internet, intranet, extranet ). According to

given definitions, it can be concluded that e-commerce can be regarded in two limited and wide

areas; which in the former it covers all interactions in open and close nets and in the latter it

includes all supporting interactions in business activities (Kamal abadi et al 2008). In brief, e-

commerce includes the interactions of e-commerce and in wider scale it includes all the

applications and activities in e-commerce. Some extension models of e-commerce are

developed based on the degrees of information technology evolution used in e-commerce or

time periods. In general, different models have been regarded for developing e-commerce. In

some of these models, e-commerce development is fulfilled in 4 stages including, Internet

advent, interaction, transfer, and cooperation. In some others, development stages include

elementary e-commerce, concentrated e-commerce, searching Internet advantages, and global

e-commerce. An important prerequisite for developing e-commerce, is matching traders and

users with social-cultural backgrounds like educated human resource and and spreading

information technology between traders and consumers (Abbasi 2008). There are many

obstacles against e-commerce development like, high costs, lack of enough trained human

resources and trust-creating strategies between customers and the other side, difficulty of using

information technologies related to development, and measuring capital return rate (Mohanna

et al 2011). Iran has witnessed fast and widespread adoption of information technologies since

1995; but, despite massive investments on improving information technologies, e-commerce

development is slow-paced in Iran, compared with other Middle East countries (Kamalabadi et

al 2008). The reasons for this deficiency can be the problems in developing human resource

management and knowledge, production timing, lack of trust foundations, efficient

management of foreign relations and communicative and financial systems (Nefti et al 2006).

So, trust can be considered as the foundation of e-commerce because without trust, e-commerce

development is meaningless.

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7. Export development and its obstacles

In general, about all studies on developing export have mentioned budget limitations of the

organizations as the most important problem on the way of its development (Young 1987).

Internationalization refers to more engagement which results from the risks coming from the

lack of knowledge about foreign markets and new tasks as a result of more engagement in

commercial operations (Rajabian 2008). In another definition, internationalization refers to an

organization’s tendency to exporting its goods and services to other countries and developing

its business activities to foreign markets. Factors affecting internationalization include

organization size, product type, and cultural properties of an organization (Ajdary 2007) .In

general, internationalization happens through creating networks and communicating new

relations in new markets, correlating existing nets in foreign countries. Chetty and Hamilton

(1996) and Esgil (1990) have represented 3 conclusions about developing exports: 1.

Elementary steps for internationalization are evolutionary, developmental, and the time-taking.

2. These steps can be innovations in the context of an organization. 3. Many organizations start

exporting without in-advance analysis and knowledge toward the environments. Ajdari (2007)

stated that although Internet is a coherent part of business, many organizations even don’t have

a website for themselves. Fear from failure in exports and massive competition in the market

can be the biggest obstacle on the way of small enterprises for export as well as problems in

innovation and risks of unknown markets. A successful company should have innovative

activities in the export field and for example use Internet or other new technologies (Ajdari

2007). Some export obstacles for small enterprises are shown in Table 1.

Table 1. Some export obstacles for small enterprises (Rajabian 2008)

Examples

Export

obstacles

Concerns related to high costs , risks, short-term

perspectives and similar variables

Psychological problems

Problems related to the delays in payments and

working inside the country and etc.

Operational

problems

Limitations in resources, lack of knowledge about

foreign markets, and lack of experience in

international markets

Organizational

problems

Need to modifying outputs, products, tariff and non-

tariff borders, and national decisions

Products/ markets problems

In a study on the major export obstacles in England, Bennett (1997) referred to the problems of

transfers, documentation, transaction rate, and import obstacles. Main obstacles in e-commerce

can also include security and privacy concerns; resistance to change, e-commerce infrastructure,

and lack of skills in staff (Ajdari 2007). So, an important technology that can decrease export

obstacles is e-commerce. Fast access the massive amount of market information and decreasing

risks lead to direct export development, providing essential context for the export through e-

commerce.

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8. Conceptual model of the research

Considering mentioned points about organizational and personal trust concepts, a

conceptual model was offered in Figure 2. Trust-making strategies in individual and

organizational forms, according to Baldwin et al (2001), are the foundations of e-

commerce. In conclusion, developing e-commerce and its adoption lead to decreasing

export obstacles in psychological or physical problems like borders, market, product,

and direct export increase.

Figure 2. Conceptual model of the research

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9. Conclusion

E-commerce advent has led to new opportunities as well as challenges for the

enterprises. This phenomenon has created compensation chances for old deficiencies in small

and intermediate companies like disability in research and development improvement or acting

in international arena (Ajdari 2007). Despite e-commerce development, many researchers believe

that this development is less than expected (Poorshahid et al 2007) whose reason can be the lack

of confidence or low confidence toward e-commerce in the people. Many researchers have

concluded that customers form their trust toward e-commerce according to different strategies

(Grabner and Kaluscha 2003). So, the ways customers gather information from different sources

and form trust toward them according to different strategies are of high importance. This paper

aimed to create a conceptual frame for developing trust-based e-commerce for future studies.

Thus, in first step, the concepts related to the definitions, dimensions and strategies of electronic

trust were discussed and the concepts related to e-commerce were investigated. In conclusion, it

was observed that successful adoption with e-commerce technologies and its development lead

to main changes in industry and its competitive space. These changes have created many

opportunities for the organizations to exert e-commerce successfully by weakening export

obstacles. Finally, trust increases interactions in e-commerce and developing direct export.

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