Ecommerce vs Trust,Website Quality And Internet advertising
Posted by
mr NIK-Akimi
After examining many empirical studies and literature reviews, there are interrelated factors for which the empirical evidences showed significant relationships with online shopping.. These three factors are trust, website quality and internet advertising determined and gathered from the past empirical studies. Trust is gathered from study by (kim et al 2009) that examined the role of trust toward online shopping. The website quality gathered from a study by (Nik Kamariah And Siti Salwani 2005) show that the higher website quality, the higher intention consumer to shop online. Internet advertising gathered from a research report published on November 2006 by www.doubleclick.com which observed that the likelihood of people citing web advertising as an influence in their online shopping. All the factors been combined as a model and been examined their relationship and contribution toward online shopping.
Trust
As the Internet develops and matures, its success will largely depend on gaining and maintaining the trust of visitors. The concept of trust will affect a number of factors essential to online transactions, including security and privacy. Without trust, development of e-commerce cannot reach its potential.
By understanding factors that produce a sense of trustworthiness, online retailers can ease consumers’ concerns and can improve their reliability of online retailer in consumer perception.Website Quality
Website design features can be regarded as motivator factors that contribute to user dissatisfaction and satisfaction with a website. The quality of website is determined by four factors such as ease of use , usefulness, easy to navigate and readable. Better website quality can guide the consumers’ complete transactions smoothly
and attract them to revisit this Internet store. In contrast, worse quality would hinder their online shopping.
and attract them to revisit this Internet store. In contrast, worse quality would hinder their online shopping.
Internet Advertising
In a research report published on November 2006 by www.doubleclick.com observed that the likelihood of people citing web advertising as an influence in their shopping grew significantly in the “further learning” phase of shopping, as opposed to the “first awareness phase .
Consumer might visit a retailer’s site to read customer reviews and to read from others comment about the product. By display/branding ads can also influence consumers to the point of purchasing products online, though rarely is the impact in the form of an immediate click.
Recommendations
Based on my personal opinion and some suggestions gathered from the study, i would like to outline several recommendations which may be useful in term of marketing strategies for internet marketers, online retailers and online vendors in order to ensure they can keep customer engage in online shopping and to improve their performance to compete with offline competitors. There are various ways that improvements could be made to increase and to attract more customers and online consumer to shop online.
Website Quality
Enhance the Ease of Use toward the Website Performance
The online retailer should improve their quality of website and should be focused on ease of use their website for the online shoppers. Therefore, online retailers need to ensure that the online shopping process through their websites and made as easy simple and convenient for consumers to shop online. The website should be easy to understand, easy to navigate and time saving in loading the page. This would online shopper comfortable and will increase the probability to revisit the website again.
For the online retailers should ensure online shopping process through their websites and made as easy, simple and convenient. The web sites should also be designed such way which is not confused for potential new buyer.
-High Quality Website Content
The online retailer also can increase their website by adding more advance graphic, good organization of content, attractive color and font and better high definition video and high resolution image of product display. This will help to attract the consumer to keep staying and revisit the website again.
Trust
- Establish Secured Online Environment
Online retailers and online vendors should establish a convincing secured online transaction. The use of Seals of approval (symbols like Verisign and Visa) and certified payment processor to re-assure online consumer that control has been established. Once a sense of security has been established, a visitor’s can be more confidence to make a transaction.
Create a Good Company Reputation and Image
By understanding factors that produce a sense of trustworthiness, online retailers can ease consumers’ concerns and can improve their reliability of online retailer in consumer perception. Assured that a company on the web was reputable and the number of user concern about dealing with dishonest and disreputable vendor.
Internet Advertising
Internet Advertising Set Up
Online retailer need to set up appropriate advertising objective which is a specific communication task to be accomplished with a specific target online audience during a period of time. They should use an informative advertising, which consists of communicating customer value, telling the online user about new product, explaining how the product works and suggesting new users for a product.
Right Keywords
The online retailer also needs to find the right keyword that related with the advertising campaign. Using the right search engine provider like Yahoo.com and Googles.com that very popular among the internet users over the world. The online retailer also can search in the internet or find the appropriate software to find the most popular keyword that been search among the internet users and also should be relate with the advertising campaign. When consumer view the advertising and it is not relate with the advertising campaign, customer will be frustrated and feel like been cheated by that advertising.
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