When consumers visit a retail website, how do they know that the information that describes the products or services they want to buy, accurate and unbiased? How do they know that their order will be completed correctly and on time, or that their financial reporting, procurement, and web-browsing habits will be protected from prying eyes? The answer to this question is that often they do not. In most cases, consumers base their purchasing decisions largely on trust. As consumers become more savvy about the Internet, the authors state that they will insist on doing business with web companies they trust. While the Internet allows consumers to search for competing companies, products and services, most manufacturers design and deploy their Web sites, as if this information was largely unavailable. They promote their products in a one-sided - with a high-pressure sales tactics that do little to inspire confidence - while neglecting to provide consumers with the tools they need to make informed buying decisions. According to the authors, Web Trust is built in three phases cumulative process, which establishes (1) trust in the Internet and the specific Web site, (2) the credibility of the information displayed, and (3) the confidence to carry out the delivery and service. The authors review the current practices of trust used in the Internet. They offer the use of new software to support advisers who communicate with customers to discern their needs and provide impartial advice. Website with virtual consultants, created by the authors showed that 75% of visitors to the site to include these software trusted advisors more than the dealer from whom they purchased the latest vehicles. Companies that earn real income in the world of internet marketing is trust generators sell products that provide the maximum value in a complete, objective, competitive comparisons. "Hide
by Glen L. Urban, FAREENA Sultan, William J. Qualls Source: MIT Sloan Management Review 12 pages. Publication Date: 01 Oct 2000. Prod. #: SMR054-PDF-ENG
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