A framework for the identification of electronic commerce design elements that enable trust within the small hotel industry
A framework for the identification of electronic commerce design elements that enable trust within the small hotel industry
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DOI：
10.1145/986537.986613
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发表时间：
2004-04
期刊：
影响因子：
--
通讯作者：
R. Stephens
中科院分区：
文献类型：
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作者：
R. Stephens
信任在任何客户关系或交易中起着重要的作用。在商业领域尤其如此。买卖双方必须有意识地决定是否信任对方。信任是商业的一个组成部分，自人类社会交往开始以来就一直存在。随着互联网作为一种商业交换媒介的出现，信任在电子商务中发挥着重要作用。本研究回顾了信任在小型酒店行业中的作用，以及对买方和卖方之间建立信任影响最大的设计元素。信任是一个大多数人都能理解但却难以定义的概念。实体公司可以通过提供个人服务、一对一的联系和创造一个向客户传达信任的环境来建立信任。在电子商务环境中，购物者从实体店获得的许多面对面的体验都是缺失的。必须从第一次接触酒店或酒店的在线代表时就建立信任。小酒店如何与大型连锁酒店竞争，如万豪、喜来登、希尔顿或大使馆套房？互联网正在成为企业对消费者（B2C）市场的主要沟通渠道，将区分豪华酒店和小型酒店的能力留给网络开发人员。因此，小型酒店必须利用互联网，以建立信任，增加其市场份额。
Trust plays an important role in any customer relationship or transaction. This is especially true in the world of commerce. Buyers and sellers must make the conscious decision whether or not to trust the other party. Trust is an integral part of commerce and has been in existence since the beginning of human social interactions. With the emerging use of the Internet as a business medium of exchange, trust maintains an important role in electronic commerce. This research reviews the role of trust within the small hotel industry and the design elements having the highest impact toward developing trust between the buyer and seller. Trust is a concept that most people understand but have trouble defining. Brick and mortar companies can establish trust by providing personal service, one-on-one contact and creating an environment that communicates trust to the customer. In the electronic commerce environment, many of the face-to-face experiences a shopper receives from the physical store are missing. Trust must be established from the first exposure to the property or online representation of the hotel. How can the small hotel compete with large chains, such as Marriott, Sheraton, Hilton, or Embassy Suites? The Internet is becoming the main communication channel for the Business to Consumer (B2C) market, leaving the ability to differentiate between the luxury hotel and the small hotel to the skill of the web developer. Therefore, smaller hotels must exploit the Internet in order to develop trust and increase their market share.