Social networks as trust system for ecommerce

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has title::Social networks as a trust system for e-commerce
status: finished
Master: project within::Information Sciences
Student name: student name::Tim de Wolf
Dates
Start start date:=2009/09/01
End end date:=2010/08/31
Supervision
Supervisor: Han Gerrits
Second reader: has second reader::Rahul Premraj
Company: has company::123inkt.nl & Hyves
Poster: has poster::Media:Media:Posternaam.pdf

Signature supervisor



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Abstract

Since the beginning stages of e-commerce on the Internet, trust has become one of the most important aspects to increase sales conversion for the e-commerce companies. This thesis provides an answer to the question whether social networks can provide trust for e-commerce websites. In an approach to answer this question, a new model has been proposed and analyzed through an experimental implementation of this model on a large Dutch e-commerce website. The results of this experiment are insignificant when the system is only displayed and not used, which is consistent with prior research results on trust seals. The results in this study do, however, show a positive effect when the Social Network Trust System (SNTS) is used, and therefore it is concluded that social networks can provide trust for e‐commerce websites. In the conclusion, it is also recommended for future research to repeat the experiment using other e-commerce websites.