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The significance of trust among users of social networking websites – study on construction and interior design portals

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Warianty tytułu
PL
Znaczenie zaufania do członków społeczności internetowej na przykładzie portali budowlano-wnętrzarskich
Języki publikacji
EN
Abstrakty
EN
Purpose: Trust in e-business is a key factor because of impersonal contact, dependence on IT systems and the need to disclose important information. Trust can influence behaviour by motivating the audience to read the message, but also encourages Internet users to assess their usefulness. Therefore, the aim of the survey was to assess the significance of trust in the other website users for building general trust in online portals, as exemplified by construction and interior design portals. Methodology: The study was carried out in the form of an online survey sent to individuals by e-mail. Findings: The study revealed that most of the respondents exhibited a fairly passive approach, treating the portals as a source of information about trends in architecture, interior design or building and house decoration companies. There is a strong correlation between the total trust in the construction and interior design portal in general and trust between its fellow users. This trust manifested itself most strongly as confidence in the honesty of online community members, as well as confidence in the skills and knowledge of people who recommend products or share their opinions on the portal. Originality: Most of the studies conducted so far have concerned online shops in the context of IT systems use of third-parties and privacy protection,1 the company’s goodwill, the quality of websites and their influence on the decisions whether to participate in e-commerce or not.2 The present study aims to assess the level of trust among the users of social networking portals, contributing to these with their recommendations, reviews or opinions.
PL
Zaufanie w e-biznesie jest kluczowym czynnikiem wpływającym na wielkość sprzedaży i sukces firm prowadzących taką działalność. Bezosobowy kontakt, konieczność posługiwania się systemami informatycznymi oraz konieczność ujawniania istotnych danych sprawiają, że klienci czują się w środowisku internetowym wyjątkowo niepewnie. Warto więc zastanowić się, jakie czynniki mogą budować zaufanie użytkowników do portali internetowych. W związku z tym celem badania było określenie znaczenia zaufania do użytkowników portali w budowaniu ogólnego zaufania do tych portali na przykładzie portali o profilu budowlanownętrzarskim. Respondenci deklarują raczej umiarkowane zaufanie do portali budowlano-wnętrzarskich, co jest związane z ograniczonym zaufaniem do ich użytkowników. Okazało się bowiem, że istnieje silna zależność pomiędzy zaufaniem do portali a zaufaniem do osób tworzących społeczność tych portali.
Rocznik
Tom
Strony
35--51
Opis fizyczny
Bibliogr. 37 poz.
Twórcy
autor
  • Bialystok University of Technology. Management Department
Bibliografia
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  • 10. Gefen D., Karahanna E., Straub D.: Trust and TAM in online shopping: an integrated model. “MIS Quarterly”, No. 1, Vol. 27, 2003.
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  • 12. Grabner-Krauter S., Kaluscha E.A.: Empirical research in on-line trust: a review and critical assessment. “International Journal of Human-Computer Studies”, Vol. 58, 2003.
  • 13. Grudzewski W.M., Hejduk I.K., Sankowska A., Wańtuchowicz M.: Zarządzanie zaufaniem w przedsiębiorstwie. Wydawnictwo Oficyna, Kraków 2009.
  • 14. Grunig J.E., Hon L.: Guidelines for Measuring Relationships in Public Relations. The Institute for Public Relations Commission on PR Measurement and Evaluation, University of Florida, 1999, www.instituteforpr.com.
  • 15. Gutierrez S.S.M., Cillan J.G., Izquierdo C.C.: The consumer’s relational commitment: main dimensions and antecedents. “Journal of Retailing and Consumer Services”, Vol. 11, 2004.
  • 16. Hampden-Turner Ch., Trompenaars A.: Siedem kultur kapitalizmu. Oficyna Ekonomiczna, Kraków 2000.
  • 17. Hu X., Lin Z., Zhang H.: Myth or reality: effect of trust-promoting seals in electronic market, [in:] Petrovic O., Posch R., Marhold F. (eds.): Trust in Network Economy. Idea Group, Hershey, PA, 2003.
  • 18. Kim E., Tadisina S.: A model of customers’ trust in e-businesses: micro-level inter-party trust formation. “The Journal of Computer Information Systems”, No. 1, Vol. 48, 2007.
  • 19. Lee M.K.O., Turban E.: A trust model for consumer internet shopping. “International Journal of Electronic Commerce”, No. 1, Vol. 6, 2001.
  • 20. Loon Hoe S.: Is interpersonal trust a necessary condition for organizational learning? “Journal of Organisational Transformation and Social Change”, Vol. 4 (2), 2007.
  • 21. McKnight D.H., Chervany N.L.: What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. “International Journal of Electronic Commerce”, No. 2, Vol. 6, 2002.
  • 22. McKnight D.H., Choudhury V., Kacmar C.: The impact of initial consumer trust on intentions to transact with a web site: a trust building model. “Strategic Information Systems”, No. 3/4, Vol. 11, 2002.
  • 23. Morgan R.M., Hunt S.D.: The commitment-trust theory of relationship marketing. “Journal of Marketing”, Vol. 58, 1994.
  • 24. Morgan R.M.: Relationship Marketing and Marketing Strategy, [in:] Parvatiyar A., Sheth J.N.: Handbook of Relationship Marketing. London, New Delhi: Sage Publications, Inc. Thousand Oaks 2000.
  • 25. Pavlou P.A.: Consumer acceptance of electronic commerce – integrating trust and risk with the technology acceptance model. “International Journal of Electronic Commerce”, No. 3, Vol. 7, 2003.
  • 26. Ridings C.M., Gefen D., Arinze B.: Some antecedents and effects of trust in virtual communities. “Journal of Strategic Information Systems”, Vol. 11, 2002.
  • 27. Rousseau D.M., Sitkin B.B., Burt R.S., Camerer C.: No so different after all: a crossdisciplinary view of trust. “The Academy of Management Review”, Vol. 23 (3), 1998.
  • 28. Salo J., Karjaluoto H.: A conceptual model of trust in the online environment. “Online Information Review”, No. 5, Vol. 31, 2007.
  • 29. Sveiby K.E., Simons R.: Collaborative Climate and Effectiveness of Knowledge Work: An Empirical Study. “Journal of Knowledge Management”, Vol. 6 (5), 2002.
  • 30. Sztompka P.: Zaufanie. Fundament społeczeństwa. Wydawnictwo Znak, Kraków 2007.
  • 31. Yu-Hui C. Barnes S.: Initial trust and online buyer behavior. “Industrial Management & Data Systems”, No. 1, Vol. 107, 2007.
  • 32. http://poig.parp.gov.pl/index/index/910, 05.02.2012.
  • 33. www.socialpress.pl/2010/12/raport-polacy-w-mediach-spolecznosciowych/, 05.02.2012.
  • 34. www.socialpress.pl/2011/08/korzystanie-z-social-mediow-polacy-w-czolowce-europy/, 05.02.2012.
  • 35. www.socialpress.pl/2010/12/raport-polacy-w-mediach-spolecznosciowych/, 05.02.2012.
  • 36. http://blog.zarazinski.pl/2010/08/komu-i-dlaczego-ufamy-w-mediach-spolecznych/.
  • 37. Edelman Trust Barometr 2011, www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometr, 05.02.2012.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-e70b3fbf-4e0b-49df-a86d-bf03d4e4a4e4
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