In a 2006 study*, Elizabeth Sillence suggested that there are actually three levels of trust.
According to this model, the three levels of trust are as follows:
The first step is a rapid screening of the website, and typically involves factors for rejection:
If the site passes the initial screening, users may move on to a more careful evaluation of the site’s content. Factors important to acceptance include:
The users’ ability to both generate their own content and personalize received content is important in any longer-term engagement with a website.
Though the study dealt specifically with Health Advice Websites, I’d argue that most of its findings also apply to ecommerce websites.
Note how first impressions are critical. You only have a few seconds to demonstrate to your visitors that it’s worth their while to stick around. Fail the first level, and they’ll reject you outright: you’ll never have a chance to impress visitors with the quality of your content.
*Sillence, E., Briggs, P., Harris, P., & Fishwich, L. (2006) A Framework for Understanding Trust Factors in Web-Based Health Advice. International Journal of Human-Computer Studies, Vol. 64, Issue 8, 697 – 713.
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