"Only famous companies i would ever buy": Understanding how people learn to trust web sites

Abstract

Many studies of e-commerce continue to be constrained by classic marketing concerns like product type. However, new aspects emerge when Fogg's (2003) Typology of Web Credibility is applied to the development of trust. Results from a set of focus groups with Malaysian students highlight interesting issues associated with process, cultural values, and global inequities in infrastructure. The pilot study reported here will be updated with information from additional focus groups at the HCI International 2007 Conference in Beijing. © Springer-Verlag Berlin Heidelberg 2007.