ARE MEDIA CUES REALLY A KEY DRIVER TOWARDS TRUST
IN BUSINESS TO CONSUMER E-COMMERCE
Khalid Al-Diri and Dave Hobbs
Informatics school, Bradford University, Bradford, UK
Rami Qahwaji
Informatics school, Bradford University, Bradford, UK
Keywords: E-Commerce, E-Vendor, Internet, Online Shopping, Saudi Arabia.
Abstract: E-commerce B2C yet suffers from consumers’ lack of trust, and most of the research in e-commerce field
focuses on how to build trust through cues that appeal to pursue consumers to do on-line purchasing. Since
the nature of the Internet is lack of interpersonal exchanges that enhance trust behaviour, in this study we
compared on-line consumers’ initial trust on four on-line vendors with the interpersonal cues of a person
representing customer supports (Western photo, Saudi photo, Western video clip) and without photo
through an extensive lab experiment. We found that the photograph and the video clip enhanced the initial
trust than no photo and that the effect of the culture was stronger with Saudi than Western photo.
Nevertheless, we presented many results that benefit the academic and the practitioner respectively.
1 INTRODUCTION
Commerce is one of the oldest activities that men
have known. With the growing popularity of the
Internet, it is only natural that commerce found its
way into this medium. This kind of commerce where
business is carried out using electronic means is
referred to as "electronic commerce or "e-
commerce" (EC). EC allows regional businesses and
economies to be less local and more global in
keeping with long-term trends toward market
liberalization and reduces trade barriers.
Accordingly, EC is considered to be an unavoidable
alternative for companies of the 21st century(Adam,
1999).
There is no universally accepted definition of EC
(Ngai and Wat, 2002). Using (Turban et al., 2004)
definition of e-commerce, “E-commerce is described
as the process of buying, selling, or exchanging
products, services, and information via computer
networks, including the Internet.”. There are several
different types of EC, such as “Business-to-business
(B2B), which refers to e-commerce between
businesses or other organizations, and Business-to-
consumer (B2C), which refers to the e-commerce
model in which businesses sell to individual
shoppers.” (Turban et al., 2004). This paper focuses
on B2C e-commerce.
2 THEORETICAL FOUNDATION
AND HYPOTHESES
The issue of trust has been addressed from different
perspectives, including technological, social, and
institutional approaches; behavioural, and
psychological approaches; managerial, and
organizational approaches, marketing and e-
commerce (AlDiri and Hobbs, 2006). Customer trust
is a significant issue in EC since online services and
products are typically not immediately verifiable
(Gefen and Straub, 2004). Customer trust
significantly affects new customer acquisition,
customer retention and purchase intentions (Ba and
Pavlou, 2002). Customer trust also significantly
affects information-technology (IT) adoption by
online customers (McKnight and Chervany, 2001),
since customers need to trust an IT before they adopt
it. In contrast, lack of trust is often cited as a
significant barrier to e-commerce adoption; it is one
of the most frequently cited reasons for customers
227
Al-Diri K., Hobbs D. and Qahwaji R. (2007).
ARE MEDIA CUES REALLY A KEY DRIVER TOWARDS TRUST IN BUSINESS TO CONSUMER E-COMMERCE.
In Proceedings of the Second International Conference on e-Business, pages 227-234
DOI: 10.5220/0002108602270234
Copyright
c
 SciTePress

not purchasing from Internet (Egger, 2002). From
this perspective, how the buyer is afforded an
opportunity with trust is an important research issue
and a big challenge for online firms (Koufaris and
Hampton-Sosa, 2004). Also it has become
increasingly important to understand the factors
which influence consumer purchase decisions in the
web context (Siala et al., 2004). Trust is a complex
and a hard to describe concept that has been widely
studied (Ambrose and Johnson, 1998); it remains
numerous and confusing (Stewart, 1999). However,
the most commonly cited definition of trust in
various contexts [according to (Rousseau et al.,
1998)] is the “willingness of a party to be vulnerable
to the actions of another party based on the
expectations that the other will perform a particular
action important to the trustor”, as proposed by
(Mayer et al., 1995). This conceptualization of trust,
which is also known as “trusting intentions”
(McKnigh et al., 2002) and trustworthiness
(Jarvenpaa et al., 2000), is based on a set of beliefs
that others upon whom one depends will behave in a
socially acceptable manner by showing appropriate
integrity, benevolence, and ability (Doney and
Cannon, 1997); (Gefen, 2002); (Mayer et al., 1995);
(McKnigh et al., 2002). These three beliefs are
labelled by most research as “trust beliefs” (Gefen,
2002); (McKnigh et al., 2002), although (Mayer et
al., 1995) labelled these as “trustworthiness”. Ability
deal with the e-Vendor's knowledge, competence,
and provision of good service. Integrity deals with
the e-Vendor's honesty and keeping of promises.
The benevolence deals with the e-Vendor's
benevolence, willingness to assist and support, and
with consideration toward the customer. Trust is
defined by some research as behavioral intentions,
by others as beliefs, and yet by others as a mixture
of both.
The existence of multiple definitions of trust in
the research is probable due to two reasons
(McKnigh et al., 2002): First, each discipline views
trust from its own exclusive perspective. Second,
trust by itself is a fuzzy term. The other difficulty
has been that empirical research has driven most
definitions of trust, and one needs only to define one
type of trust to do empirical research. Within the
compact e-commerce domain of research, trust has
been defined as a willingness to believe (Clarke,
1999), or an individual’s beliefs, regarding the
various attributes of the other party (Yamagishi and
Yamagishi, 1994).
In the online context, the definition and
operationalization of trust has been a source of
considerable debate (AlDiri and Hobbs, 2006). Very
often, trust has been defined as a belief regarding the
characteristics of the company to be trusted (Kumar
et al., 1995; Luhmann, 1979; Mayer et al., 1995;
Fung and Lee, 1999; Menon et al., 1999; Stewart,
1999). Those characteristics usually include the
company’s integrity, benevolence and competence
or ability, all of which comprise the company’s
trustworthiness, as perceived by the customer.
In this study a further isolated type of perceived
company trustworthiness was examined by using
only new customers in the study sample. Therefore,
the results indicate how customers develop initial
trust beliefs in a company online after only their first
visit and without having any prior experience with
the company (McKnight et al., 1998; McKnight et
al., 2002). Past experience with a company was
recognized as an important determinant of customer
trust but this study does not examine it. Instead we
look at how information gathered during an initial
interaction with the web site can affect the
customer’s initial perceptions of the e-commerce
vendor’s trustworthiness.
2.1 Online Trust and Interpersonal
Cues
In contrast to face-to-face commerce and to other
applications, there are typically no social
interactions in e-commerce websites, neither direct
nor implied (Gefen and Straub, 2004). Online
vendors face a significant challenge in making their
virtual storefront socially rich (Kumar and Benbasat,
2002). Online consumers’ perceptions of social
presence cues which are also known as interpersonal
cues have been shown to positively influence trust
and their subsequent intention to purchase from a
commercial website (Chong et al., 2003), (Kumar
and Benbasat, 2002). In the field of human-computer
interaction (HCI), (Nass et al., 1996) created a
paradigm of “Computers Are Social Actors”
(CASA); this approach by some researchers has
been referred to as ‘‘virtual re-embedding’’
(Riegelsberger and Sasse, 2002). The CASA
paradigm suggests that social dynamics and rules
guiding human-human interaction apply equally well
to human-computer interactions. Many studies have
testified the CASA paradigm (Lee et al., 2003).
Under this paradigm, researchers constantly found
out that individuals tend to think of media (i.e.
computers, computer interfaces, agencies, computer
generated voice, etc.) as their counterparts -
intelligent social beings - when they are interacting
with them. Instilling a sense of human presence and
sociability can be accomplished by providing the
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228

means for actual interaction with other humans or by
stimulating the imagination of interacting with other
humans.
In a Web context, actual interaction with other
humans may be incorporated through Website
features such as e-mail after-sales support, virtual
communities, chats, message boards, socially-rich
picture content, socially-rich text content, human
audio, human video, avatar ,and human Web
assistants (Lee and Turban, 2001), (Kumar and
Benbasat, 2002), (Zheng et al., 2002). The pictures
effect may be even more distinct, but not consistent
in research studies. However, research on the use of
personal photos in website is a little bit
contradictory, with some studies finding such
images to be a positive cue ((Nielsen, 1996); (Fogg,
2002);(Steinbruck et al., 2002), while others finding
them to be neutral cues (Riegelsberger and Sasse,
2002). It should be emphasized, then, that the studies
on applying social cues, especially photographs, to
website design are still at a preliminary stage.
However, many researchers are presently applying
potentially effective methods to enhance online trust
by adding a substitute human presence and actual
contact opportunities to the otherwise impersonal e-
commerce interface (Wang and Emurian, 2005). As
a result of the foregoing it is hypothesised that:
H-1: Subjects differ significantly on their rating
of initial trust and trust intention across vendor’s
websites.
H-2: The higher rating of vendor’s websites
trustworthiness will be for those presenting video
clips then for that with photos than for those without
photos respectively.
2.2 Website Design and Culture
The global nature of the Internet raises questions
about the trust effects across cultures as well. The
creation of virtual organizations brings specific
consequences for communication (El-Shinnawy and
Markus, 1998). Specifically, non-face to face
communication becomes more important as
technology shrinks the world, bringing multiple
cultures into virtual relationships, and increasing
global communication and business opportunities.
There are several reasons to assume that culture
may be an important factor in on-line trust (Clarke,
1999). Online trust research has been limited to a
western context (Pavlou and Fygenson, 2006).
Although trust has been examined for many years,
most of the research on consumer trust focuses on
consumers in English-speaking countries and newly
industrialised countries (Lee and Turban, 2001).
However, the trust theories and mechanisms
developed in the western context might not apply for
other societies, especially since cultures may affect
the antecedents of trust (Chong et al., 2003). Also,
the global nature of e-commerce has recently led
researchers to question whether the trust effects that
they have identified generalise across different
cultures (Siala et al., 2004).
There are many studies comparing the formation
of consumer trust between two different countries,
e.g., (Lee and Turban, 2001). They provided
empirical evidence that trust directly influences
consumer attitude across cultures; i.e., trust is
important for all cultures studied. Thus, there is a
need to re-examine the notion of trust and identify
its determinants in the context of different markets
and cultures (Lee and Turban, 2001) since it
represents a central imperative (Jones, 2002). The
implications of these kinds of research are
significant as an exploratory step for how various
elements of web design must be considered in the
context of culture, and for accessibility of
increasingly larger non-English-speaking
populations to the Internet (Cyr and Trevor-Smith,
2004). The lack of cultural and linguistic integrity in
direct B2C models could be one of the reasons why
B2C e-commerce is lagging behind B2B (business to
business) e-commerce (Siala et al., 2004). Symbols
are an important element denoting culture (Marcus
and Gould, 2000). Symbols are “metaphors”
denoting the actions of the user (Barber and Badre,
2001), and it can be varying and may represent a
wide range of features (Fernandes, 1995). One
important form of symbols is multimedia relating to
culture which few researchers have examined. On
the basis of the discussion above, the following
additional research hypotheses were proposed:
H-3: Across websites including human portraits
there will be significant statistical differences in
their trustworthiness between websites with local
interpersonal cues and websites with foreign
interpersonal cues.
H-4: Saudi subjects will trust a website with
Saudi interpersonal cues (photo) more than a web-
site with Western interpersonal cues (photo).
2.3 System Assurance
Much literature, specifically related to the trust
model and its derivatives, suggests that trust also
depends on system assurance which is also known as
Institution-Based Trust (McKnigh et al., 2002).
Accordingly, system assurance and trusting
disposition can be added as control variables. (Teo
ARE MEDIA CUES REALLY A KEY DRIVER TOWARDS TRUST IN BUSINESS TO CONSUMER E-COMMERCE
229

and Liu, 2005) have defined system assurance as
“the dependability and security of a vendor's online
transaction system, which enables transactions
through the Internet to be secure and successful”;
This construct comes from the sociology that people
can depend on others because of structures,
situations, or roles that provide assurances that
things will go fine. Hence, it was hypothesized that:
H-5: The more positive/negative the Institution-
Based Trust, the higher/lower the level of initial trust
in the e-vendor.
2.4 Dispositional Trust
Dispositional trust or propensity to trust is a
“generalized expectation about the trustworthiness
of others” (McKnight, et al., 2002). It is a measure
of an individual's propensity to trust or distrust
others, or it is the general willingness to trust other
people. This construct comes primarily from
psychology. It is influenced by previous
experiences, personality attributes, and cultural
background (McKnigh et al., 2002). Much research
has revealed that an individual's propensity to trust
has a major influence on initial trust (McKnigh et
al., 2002, Gefen and Straub, 2004). Since individuals
differ considerably in their general propensity to
trust other people based on the mentioned factors, it
is reasonable to hypothesise that:
H-6: The higher the consumer’s propensity-to-
trust, the higher the level of initial trust in the e-
channel.
3 METHODOLOGY
This study was designed as a one-factor experiment
manipulating three levels of Website interpersonal
cues. Each of the four specially-designed websites
displayed the same products but each represented
different vendors. Only the interpersonal cues
elements were manipulated on the sites. Thus, this
study attempted to investigate and examine the
effects of the interpersonal cues or the social cues
that can be manipulated by facial photo, video clip,
and culture as control variables, which used Saudi
and Western people in each of the interpersonal cues
when forming the initial trust toward online vendors.
In addition the study set out to measure some
auxiliary variables that have been discussed in the
literature i.e. propensity or disposition to trust and
system assurance or Institution-based trust.
3.1 Experimental Websites
The researchers first made an observational survey
for Saudi society to discover what are the most
popular and interesting online products for the
Saudi. The researcher found that the laptop is the
product that satisfies these conditions. Beside these
factors this product carries a considerably higher
financial risk than buying other simple online
products; so this can be used in this kind of
experiment.
The researchers then used the four most famous
reviewer business sites; BizRate.com,
ResellerRating.com, PriceGrabber.com, and
Epinion.com to facilitate the task of rating four
online shopping sites based on specific criteria. In
this selection western shopping sites were selected
as they constituted a realistic scenario with relatively
high risk, due to the vendor and the users being in
two different countries. The selection was based on
the high trustworthiness of the vendors, and the
number of reviewers of the selected site.
Semi-functional copies of the websites were
designed including the homepage and some
subsequent layers depending on the available links
in each layer, so that participants were able to
browse and search general information on the site,
such as ‘about us’, privacy and security policies
including access to detailed product descriptions.
Also any certification or reputation seals that were
present on some pages were removed. The media
cues (photo, video clip) were put in an appropriate
and attractive place in the first page of the site
showing the selected product (without deleting or
hiding anything from the page itself). This page was
connected to the entire website; so the subject could
browse and search the site.
The perceived trustworthiness of the photos that
were used in the experiments needed to be
established in a pre experiment. This also served to
establish how professional and ‘real’ the photos
were in representing a customer service. More than
sixty candidate photos were collected of men
(western, and Saudi), which were reviewed and the
most suitable were chosen to represent the
appropriate professional customer representatives of
an online shopping site. Five professionals in
computing and business were then invited to rate the
photos and select the most appropriate. These photos
were then subsequently used in these experiments.
For the video clips, the same procedure was
followed. See figure-1
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230

3.2 Data Collection
Data for this research experiment was collected
through questionnaires, targeted at general Internet
users, in the context of experiments. All
experimental tasks during this research experiment
were performed in a computer laboratory. The
research instrument to measure the constructs of
interest was developed by adapting existing
measures from the literature to the current research
context (Teo and Liu, 2005) and (Gefen et al., 2000),
(McKnigh et al., 2002), (Kammerer, 2000). All
items were scored on a five-point Likert-type scale
ranging from (1) strongly disagree to (5) strongly
agree.
As the experiments were conducted in Saudi
Arabia (Saudi being predominantly Arabic-
speaking) the questionnaire, originally written in
English, was translated into Arabic by a bilingual
person whose native language is Arabic. The Arabic
questionnaire was then translated back into English
by another bilingual person.
These two English versions were then compared
and no item was found to deviate significantly in
terms of language. This process was conducted not
only because it can prevent any distortions in
meaning across cultures, but also because it can
enhance the translation quality.
The questionnaire consisted of five sections that
extracted some demographic characteristics, online
purchasing experience, propensity or disposition to
trust, and system assurance or Institution-based trust
and items reflecting the most common initial trust
belief dimensions, which are ability, integrity,
benevolence (Gefen and Straub, 2004), and the trust
intentions, that is, intention to engage in trust-related
behaviors with the Web vendor. Subjects for the
study were general Internet users representing
undergraduate and graduate students at a famous
computer training institute. The use of student
subjects was deemed appropriate since online
consumers are generally younger and more highly
educated than conventional customers, which makes
student samples closer to the online consumer
population (Saarenp and Tiainen, 2005). Thus
students are quite representative of online shoppers.
Figure 1: Snap shot of experimental websites.
3.3 Experimental Procedure
At the beginning of the experiment all participants
were asked to open the experiment window on their
computers and read the introduction that explains the
objectives of the experiment and the total estimated
time that it would take (namely 45 minutes). This
study induced financial risk in a laboratory situation.
While it does not fully represent a real-world risk,
however, it allows combining a laboratory setting
with some elements of real-world risk by informing
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231

participants that the experiment website
trustworthiness has been assessed and rated by
independent business reviewer sites where one of
their tasks is to identify the trustworthiness of each
shopping site, and whose rating matches the real rate
of the trustworthiness which will be entered in a
lucky draw with prizes up to a laptop and a mobile
phone set which will be offered in a random draw
conducted at the end of the study. Then participants
were asked to fill out sets of questionnaires that
elicited some demographic characteristics, online
purchasing experience, disposition to trust, and
system assurance. Each subject was then asked to
look at the four websites and perform a general
browsing in the websites. This involved looking at
the website and then evaluating this e-commerce
vendor using the online vendors’ trust questionnaire.
This process was repeated for all of the four
websites. To control the effects, the order of
presentation of the four experimental websites was
completely counterbalanced. When subjects finished
seeing all the four websites and filling in their
questionnaires, they were asked to do another task.
In this task participants were asked to assess the
websites that they had seen, and to rank them
according to their preferences.
4 DATA ANALYSIS AND
DISCUSSION
All the data analysis was conducted using SPSS
windows software package version 12. A total of 72
subjects participated in this study, all of them males,
with ages between 18-25 and 26-35 respectively,
most of them (79.2%) preparing for bachelor
degrees in computer studies at a major Saudi
computer institute. As expected, this group was
‘Internet-savvy’ with over 39% of the respondents
spending between 6-10 hours online per week. On
average, the majority made at least 1 online purchase
per week and (28%) of the respondents spent
2000SR and more per online purchase. As
mentioned above, the vendor trustworthiness
questionnaire was built to cover all the common
dimensions or factors of trust belief that the
researchers in this field mostly agree with, namely
integrity, ability, and benevolence. Also it tested the
subjects’ trust intention regarding online vendors
that they saw. Bivariate correlation (Kendall’s tau-b)
results showed the correlation between the most
common constructions of trust belief for each
website significant at the 0.01 level.
4.1 Testing the Research Hypotheses
To test the first hypothesis (H-1), a nonparametric
K-Related samples, Kendall’s W test was computed
between each of the trust belief factors and trust
intention for all the websites to see if there is any
significant statistical difference between subjects’
answers regarding the trustworthiness of the four
websites. Results showed that the subjects differed
significantly on their rating of their initial trust and
trust intention regarding the four vendors’ websites
and in the light of the overall statistical significance
(p< .05) the first hypothesis was supported. See
table-1.
Table 1: Kendall’s W test for Trust Belief and Trust
Intention for the four websites.
For the second hypothesis (H-2) in order to test
this hypothesis, we have compared the average mean
value for the three dimensions of trust belief and
trust intention between the four websites, See Table-
2. Subjects rated the initial trust and trust intention
for photo website as the highest, the video clip
website next, and the no photo website as the lowest.
Thus, the second hypothesis was partially supported,
since the vendor with video clip came in the second
rank rather than the expected first position. A
possible explanation for this unexpected result is that
the video clip was not recorded to professional
standards. For the third hypothesis (H-3) the same
procedure adopted for testing the first and the
second hypothesis was used to test the third and the
fourth hypothesis, but in this case between two
vendors websites only (website with Saudi photo
and website with Western photo). Kendall’s W test
showed the subjects differ significantly on their
rating of their initial trust (ability and integrity of
trust belief, but not for benevolence dimension) and
trust intention regarding the two vendors websites as
a result of the overall statistical significance (p<.05),
the third hypothesis was fully supported see table-3.
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Table 2: Mean Value for Trust Belief and Trust Intention
for Each Website.
Table 3: Kendall’s W test for Trust Belief and Trust
Intention for website with Western photo and website with
Saudi photo.
With respect to the fourth hypothesis (H-4), we
compared the average mean value for the three
dimensions of trust belief and trust intention
between the two websites, See Table-4. The result
indicated that the subjects rated the initial trust and
trust intention for website with Saudi photo higher
than the website with Western photo. So the fourth
hypothesis is supported.
Table 4: Mean Value for Trust Belief and Trust Intention
for website with Western photo and website with Saudi
photo.
The fifth hypothesis about the system assurance
(trusting Internet environment) (H-5) was tested
using a non-parametric correlation test (Kendall’s
tau_b test) between system assurance questions and
the trust belief and trust intention questions in each
website; no significant correlations between them
were evident, so this hypothesis was not statistically
supported. The same test was done with the
dispositional trust (H-6) when no statistically
significant correlation was found.
4.2 Preference Ranking
Participants were asked to rank the four vendors
according to their preference. The question was
phrased as follows: “Assuming that all sites offer the
product you are looking for at the same price with
the same condition, consider which site you would
be most comfortable buying from.” In contrast to the
other measures, this measure forced the participants
to bring the vendors into a hierarchical order. The
order of preference of all websites is presented in
table-5.
Table 5: Order of Preference Rank for Each Website.
Finally many nonparametric correlation tests
were carried out to see if there are any significant
differences between the trust belief, trust intention
and participants’ age, education level, Internet
usage. The results showed no statistical significance
differences between all these variables.
5 CONCLUSION
The results indicate that embedding of the
interpersonal cues in a website is an effective
strategy to increase consumer trust in an online-
vendor. Displaying a portrait photograph helps to
create interpersonal cues and bring the impersonal
process of e-commerce closer to the familiar
situation of a face-to-face conversation, since
customers can develop a quasi-social relationship to
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233

the person shown in the picture. The displayed
person represents a real-world representative of an
otherwise intangible, virtual company. Thus, s/he
creates an entry point for the consumer to the on-line
vendor and facilitates the establishment of customer
trust. For the design of e-commerce websites it can
be concluded that embedding a photograph or a
video clip of a company’s representative may be a
simple, yet powerful way to increase the
trustworthiness of an online-vendor. This
experiment tested the effect of adding a facial photo
from two different cultures (Western, Saudi) to an e-
commerce vendor’s homepage on user trust. It thus
focused on the symbolic use of interpersonal cues.
This goal, despite its importance for the
development of trust in ecommerce, has not been
addressed in previous researches. This experiment
found that media cues in the interface are indeed
able to affect a vendor’s trustworthiness based on
the surface cues it contains. A clear picture emerged
regarding the effect of photos from different
cultures. Most of the previous studies tested the
effects of adding one photo to a mock-up of one e-
commerce site. This experiment was aimed at
overcoming this limitation by testing several photos
on several semi-functional copies of existing
vendors’ sites. In addition, this experiment
introduced a method for measuring trust that
required participants to make decisions under
conditions of financial risk. Finally during the
experiment design there was an expectation that the
website with the video clip would be ranked as the
highest since video can display more interpersonal
cues than photos, but this turned out not to be the
case, possibly due to its lower quality. Further
research will investigate how embedding can be
done most effectively and how different re-
embedding strategies interact.
6 IMPLICATION
Based on the findings of our experiment we suggest
that web designers and e-commerce vendors should
keep in mind the following recommendations when
introducing e-commerce applications in Middle East
countries in general and in Saudi Arabia particularly:
There is a significant effect of a media cue
(photo, video clip) in B2C e-commerce websites.
The positive attractive impressions of a media cue
can thus help e-commerce vendors in the process of
converting a visitor to a customer. The findings of
this experiment underline the importance of the
interface as a communicator of trustworthiness.
In B2C e-commerce applications it is very
important to carefully select and design the various
elements of web design in the context of culture. It is
expected that when web sites are appropriate and
culturally sensitive, then users will have increased
access to content and enhanced user experiences.
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