SUMMARY

INTRODUCTION 2

I. DEFINITIONS OF E-COMMERCE AND TRUST CONCEPTS

ONLINE 1

IV. RESEARCH HYPOTHESES 26

RESEARCH MODEL 30

BIBLIOGRAPHIC REFERENCES 40

1
INTRODUCTION

2
"Connection" is the word that marks the beginning of the advent of the internet. Indeed, on the 20th

September 1969 is the date when this word was transmitted for the first time between two
interconnected computers, one located at Stanford University and the other at UCLA (University of
California Los Angeles.
The Internet was a project funded by the United States Department of Defense, which
was looking for a way to connect the numerous research organizations scattered around.
in the country. It is both a distribution channel, a communication medium, and a
important source of information. In addition to being a useful tool for gathering
Information, the internet also allows consumers to compare prices and options.
to find the best opportunities offered.
This revolutionary tool has brought about an evolution in the conception of exchanges.
In 1991, the Internet experienced marked growth when the World Wide Web (WWW) came.
allowed businesses and consumers to connect, growth has become
exponential, this has allowed the emergence of other forms of trade exchanges in
the world. Retail e-commerce has developed, largely thanks to the
World Wide Web and e-commerce services (Nuss, 2000).
Today, given the proliferation of online stores due to the increasing use
Systematic use of the Internet in daily life, the specifics of online shopping behavior
is central. Indeed, a better understanding of consumer behavior on
the web allows for better guiding the online consumer towards purchase and in a way
general promotes loyalty (Boyer and Nefzi, 2008). Indeed, the evolution of the
research on consumer behavior and marketing development
relational have shown the importance of emotional, social, symbolic, and dimensions
normative in addition to cognitive and utilitarian ones. The buying processes and
Consumption is no longer considered as rational functional practices.
They also engage personal values and self-conception. The relationship of the
The relationship with the client is no longer a transactional one with a being inhabited by a series of

utility functions. It is now conceived as an interpretative being, driven by the quest for
meanings and the attainment of objectives and using the transaction as a pretext for
develop links (Gharbi and Suissi, 2003). At the end of the 1990s and the beginning of the years
In 2000, studies on online trust emerged. They mainly stem from the work
in e-commerce (Lee and Turban, 2001), in management (Gefen and Straub, 2004),

3
in information systems and marketing (Bart et al, 2005). Vernete and Dubois (2001, p1)
It has been asserted that 'the appropriation of the internet by marketing alters the nature of the

exchanges and the modes of relationships between the company and the consumer.
Online shopping is a commercial transaction related to a physical or digital good.
traverse the internet. This new situation requires trust, which is a feeling that we
to believe in something, it is a firm hope in something, faith in
someone.
Ivory Coast has seen its economy integrate this new development in recent years.
commercial practices. Indeed, we are witnessing a proliferation of commercial websites in
a lot of fields. E-commerce has truly become an industry and that is thanks to
to the proper functioning of the digital universe in Ivory Coast. Ivorian consumers
thus have the option to choose articles and services online. This option is used by
these and we notice that online sales are experiencing rapid growth. The plates-
web forms of online commerce such as Jumia, Afrimarket, Librairie de France are
a perfect illustration.
However, this alternative does not come without risk. Indeed, making purchases online is
the door opened to many questionable maneuvers. It is observed there
numerous cases of scams, data breaches, and others, leading to thus
a certain skepticism, a true factor of demotivation regarding the use of this service
by a certain number of people. Also, a category of people considers the e-
business as a matter of people from Nantes or of a certain intellectual level. In the face
Given this observation and for the reasons mentioned, we chose to conduct our research.
on trust regarding online shopping in the world of e-commerce
Ivorian.
Such a study is conducted to identify elements likely to reassure somewhat.
Few consumers have chosen this channel for their purchases. To carry out
in this study, our choice focused on a group of three hundred people
(300) at the level of two municipalities in the district of Abidjan namely YOPOUGON, COCODY. This

choice, we made it after an observation. Indeed in these municipalities following a pre-

survey, it emerged that a good number of people perceive online shopping as
a matter of socially well-off individuals. Also, other people assert their
apprehension regarding online shopping because for them this new reality is not inspiring

4
trust insofar as cases of fraud would occur there. All of this highlights the
the issue of trust when making an online purchase. Trust from the standpoint
managerial, is a determining factor in the success of e-commerce sites. Indeed, one of the
Major obstacles to the expansion of e-commerce are the lack of trust.
consumers (Lee and Turban, 2001).
This lack of trust, exacerbated by an upsurge in fraud, explains the reluctance.
many people regarding e-commerce.

In this perspective, it is important to ask the following central question:

What are the explanatory elements of consumer confidence when making a purchase online?
e-commerce site in IVORY COAST?

The main objective of this study is to identify the impact of certain site-related factors.
online merchant and the quality of the merchant on customer trust in the context
online shopping in Ivory Coast.

To achieve this, we opted for a deductive approach, precisely a...

hypothetico-deductive. We thus adopt an epistemological stance.
positivist. This posture aims to discover reality with a determined reality. Our
the position is thus external and objective in relation to the object of research, namely the
consumer confidence, (principle of objectivity). This position thus allows for control
and limit biases to achieve the most faithful representation of reality. This paradigm is based on

also on the assumption that a discovery is true when it is based on a

natural logic (principle of the naturality of logic). Also, the criteria for the validity of this
Paradigms are the verifiability, confirmability, and refutability of hypotheses.
verifiability is based on the fact that a proposition only makes sense if and only if it is in
measure to be empirically verified (Blaug M., 1982). Confirmability challenges the
certain character of truth and is based on the principle that a proposition cannot be
considered as universally true but that is only confirmed by the
experiences or by the results of alternative theories (Hempel C., 1972). The refutability or
Popper's falsificationism posits that a theory can never be affirmed as
true but it can however be disproven as not being true.

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Alongside this approach, on one hand, there is the constructivist approach and on the other hand

the interpretative approach.

The constructivist approach is a process aimed at constructing reality.

through the confrontation between the research object and the researcher. Here, the goal is not to

discover an existing reality outside of the involved actors but rather to construct
a reality.

Regarding the interpretative approach, it involves the researcher immersing themselves in

a phenomenon and to understand the meaning given to reality. One takes into account the
context. In this posture, social reality is not absolute and does not have concrete existence
but results from individual experiences. It is characterized by an interdependence between
the subject and the object studied.

As part of this study, we chose to collect data based on

from a survey conducted among users of e-commerce websites at the municipal level
concerned. This choice stems from the observation we made. Indeed, among the people that
we questioned, some expressed skepticism towards shopping sites
line. While others believe that it is the ideal channel to make their purchases.

The data will be collected using a questionnaire. As stipulated by Tabachnick and

Fidell (2007), the questionnaire approach has the merit of providing a good level of realism.
when the study relates to a situation of actual consumption. In this study, we
we will use a sample of three hundred (300) people located in Yopougon and Cocody.

Regarding the measurement of communication quality, we will use the scale of

measure by Srinivasan et al (2002) consisting of three items.

For social presence, we will use the measurement scale developed by Cyr et al (2007) which includes
also three items and to measure the quality of the support we will use the scale of
Toufailly et al.'s (2009) measure consisting of three items.

Online trust including (credibility, integrity, benevolence) will be measured

by the three-dimensional scale of Chouk and Perriens which includes three items for each
dimension.

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To successfully carry out our study, we chose to subdivide our work into
two axes.

The first will address the conceptual aspect of the research, that is to say the review of

literature.
The second one, for its part, will focus on the empirical study and the results that stem from it.

will be subject to analysis.

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FIRST PART: THEORETICAL FRAMEWORK
AND CONCEPTUAL FACTORS
INFLUENCING TRUST OF
CONSUMER WHEN PURCHASING
ONLINE IN ABIDJAN IN IVORY COAST
IVORY

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INTRODUCTION TO THE FIRST PART
In this part of our work, we will focus on reviewing the different
concepts that we study as part of our research. It is indeed about the concept of
online shopping or e-commerce and that of online trust. Also the
the hypotheses we have made will be addressed as well as the theory mobilized namely
that of relationship marketing.

Subsequently, the empirical review, that is to say the viewpoint of certain authors regarding the
The subject submitted for our analysis is going to be addressed.

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CHAPTER I: THEORETICAL REVIEW OF LITERATURE
In this part of our work, we will define the different concepts of our study.
know e-commerce and online trust before making our hypotheses
research and address the theory that we have mobilized.

DEFINITION OF E-COMMERCE AND TRUST CONCEPTS

ONLINE
I: CONCEPT OF ELECTRONIC COMMERCE OR E-COMMERCE

[Link]

E-commerce or online commerce is defined as the sale of a good or service.

whether physical or digital, the payment is made via a website
transactional.

E-commerce or electronic commerce encompasses all transactions

commercial transactions conducted remotely through electronic and digital interfaces.
It essentially encompasses commercial transactions taking place on the Internet.
different types of terminals (computers, tablets, smartphones, consoles, TV)
connected) but also those made from specific applications (applications
mobiles) that do not always rely on Internet protocols.

Hsu (2011) defines it as 'the process of buying and selling products or services.'
using an electronic data transmission via the internet and www

The practice of electronic commerce or e-commerce is observed through various

elements to know:

The presence of at least two individuals and/or legal entities.

A connection device (computer, tablet, smartphone).
An offer presented or displayed on the internet.

A connection made via the internet.

An order of the good or service via the internet.
Payment via the internet or directly.
A collection or delivery of the goods.

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I.2. THE TYPES OF RELATIONS IN E-COMMERCE AND THEIR EVOLUTION

E-commerce has become the main channel for distance selling, which explains the
replacement of the term mail order with that of distance selling. In the
In the field of e-commerce, there are five possible types of relationships:

Business To Government (B2G): Professionals sell to

goods or services to government agencies and governments.
Business to Business (B2B): Professionals sell products or
services to other professionals.
Business to Consumer (B2C): Professionals sell products or
services to end consumers; for example, Amazon selling to
consumers on its website
Consumer to Business (C2B): Consumers in this case are at
service of a company by providing it with a performance or a service
Consumer to Consumer (C2C): Consumers in an online market
in this case can buy and sell goods to each other.

Regarding our study, we will focus on the Business To Consumer Relationship.

(B2C).

It was in 1994 that e-commerce appeared in the world following the sale.
online from the fourth album of Stng titled Tensummoner's tale. A few years later
In this case, twenty years later, he spreads in the whole world with a volume estimated at
1.500 billion USD in 2014 according to eMarketer. According to the United Nations Conference on the

Trade and Development (UNCTAD), Africa is the continent where the penetration of
e-commerce is the weakest at around 2.2% of global e-commerce
to individuals in 2013.

In 2015, the world had more than 3.2 billion internet users compared to 1.6 billion in 2008.

This statistic reveals the importance of this tool in the world. Indeed, the internet is a
which transforms industrial spaces, offers a suitable framework for innovation and
entrepreneurship while stimulating productivity. According to the organization of cooperation and
economic development (OECD), in 2007, nearly 26% of the population of this area has
placed an order or purchased goods or services online.
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Ivory Coast is not on the sidelines of this new development with various portals of
e-commerce that are there. The main Ivorian platforms of
electronic commerce concerning the electronic purchase of imported products (B2C)
are:

Jumia was launched in 2013. It is ranked as the third Ivorian site for its
attendance, with 88.3% of visitors being nationals. Its catalog contains more than
50,000 products and it receives over 500,000 unique visitors.
Kaymu, ranked 86èmewith 80.6% of national visitors.

II: CONCEPT OF ONLINE TRUST

II.1. CONCEPTUALIZATION OF TRUST ACCORDING TO THE DISCIPLINES

The concept of trust has been the subject of several researches in various fields including
economics, finance, sociology, psychology, management, marketing, etc. These
studies have contributed to the understanding of its foundation as well as its conceptualization.

The field of research on trust is very broad; however, an analysis of the

literature reveals to us that the theoretical basis of its conceptualization finds its origins
in the fields of sociology, psychology, management, and marketing. We
we will try to propose below a brief description of the main foundations of
trust in the various disciplines mentioned above, based on the
characteristics of trust and the identification of the parties in the trust relationship.

II.1.1. Classical trust

Classical trust has generally been defined as a belief and an expectation.

focused on the reliability of others' promises. It reflects the good intention, past and
futures, part of the relationship. According to Schurr and Ozane (1985), trust is "the
belief in the reliability and seriousness of the promise and the fulfillment of the other's role
Graff et al. (1999); Mimouni and Volle (2003) define it as being "a
attentive to the reliability of the words, promises, and statements written or verbal of a
other individual. It results from the expertise of this latter, from his reliability and his

past behaviors. It is 'the belief by one party that the other contracting party
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will have behavior consistent with its forecasts in anticipation of a more or less
tangible » (Marousseau, 2003). It allows for predicting the future behavior of the partner
and to be able to rely on him and have faith in him (Bressolles, 2003). Mayer et al. (1995) it
define as the willingness of one party to be vulnerable to the actions of another
part in order to accomplish a transaction beneficial for both parties.
Thus, trust has been previously defined as a belief, an expectation, a state.
psychological or even a will. Nevertheless, some theoretical conceptualizations
they apprehend it as a process that evolves over time and the relationship between the
partners (Shapiro et al., 1992).
Rempel et al. (1985) conceive trust as an evolving process in the
time follows three phases. First of all, there is the phase of 'predictability' which is
based on the understanding of the partner's behavior. The second phase is 'the
"reliability" which is based on the evaluation of the partner's characteristics. Thus, trust
is directed toward the partner and not towards their behavior. Finally, the phase of 'faith'
which is based on the observation, interpretation, and understanding of motivations and
partner's behavior.
Based on the work of Shapiro et al. (1992), Lewicki and Bunker (1996) perceive the
trust as a three-phase process. The first phase called the
trust based on calculations ("calculation-based trust"). A second phase that is based
on the experience called knowledge-based trust
) or even cognitive trust. And finally, a third phase that is based on
identification ("identification-based trust").
Calcul-based trust: This approach finds its origins in the theory of
economic transactions of costs (Williamson, 1993) which emphasizes that every time
The occasion will arise, any person will behave in a certain way.
opportunistic, the example of information retention or the non-fulfillment of
promises and obligations. Thus, trust is based on an economic calculation that arises
a comparison between the benefits associated with the creation and maintenance of a relationship, and the

maintain or break this relationship.

Knowledge-based trust: also called cognitive trust, it emerges
between the two parties based on the quality of the relationship which is reflected in the choice of
trust based on the partner's trustworthiness. Thus, it refers to the

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predictability of the partner's behavior in a given situation thanks to the
previous experiences and interactions between partners. In this regard, Lewis and Weigert
(1985) define it as a process that distinguishes among individuals and the
institutions, those who are trustworthy, the distrustful and the unknown. Miller and Rempel
(2004), moreover, believe that trust arises from cumulative knowledge.
allowing to make a decision, with a certain degree of confidence, regarding dignity
of trust in the partner. Cognitive trust, in the sense of Gharbi et al. (2003), is based on
on a deeper understanding of the exchange partner that allows each party
to understand and anticipate the behavior of the other.
Trust based on the identification of desires, preferences, needs, and
intentions of the partner. It is based on empathy and shared values with the
other partners as well as their desires and intentions (Gharbi et al., 2003). In this regard,
McAllister (1995) asserts that it is developed through care for well-being and
to the interests of the partner and to the belief in "the intrinsic virtue of the relationship."

A recent study by Akrout and Akrout (2010) focused on the relationship of trust between
buyer and seller, designs the development of trust through the three phases
following relational:
Exploration: during this phase, partners 'discover and test' each other.
mutually" (Akrout and Akrout, 2010) by evaluating the expectations, needs, objectives
and each person's earnings.

Expansion: during this stage, partners begin to mutually receive the

results of their collaboration. If these results are positive, a certain degree of trust
will settle in the relationship.
The maintenance: once the partners are convinced of the advantages and benefits
their relationship this stage will be completed.

During the first stage of the relationship, that of exploration, Akrout and Akrout (2010)
apprehend trust as calculated trust. While at the stage of development of
the relationship (the expansion phase) is likened to a cognitive confidence that
manifests itself through the expectations of achieving common goals and commitments
promise. At an advanced stage of the relationship, that of maintaining the relationship, trust is
described as an affective state characterized by a feeling of security and the perception of the
Reliability of the partner.

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It should be noted, however, that according to the authors, the transition from calculated trust to trust.

Cognitive is not always systematic since it depends on the quality and frequency of the...
interactions and behavior of partners. While emotional trust proves
complementary to cognitive trust (Lewis and Weigert, 1985). Indeed, engagement
in a relationship will not happen before verifying the trustworthiness of the partner, and
this verification is done using cognitions. Thus, cognitions precede affection
(McAllister, 1995).

II.1.2. Trust in sociology

Studies conducted in this field consider trust as an element

important in the relational commitments between different actors. According to Lewis and
Weigert (1985) states that trust is a reducing element of complexity in society. It is
a psychological state of vulnerability (Coleman, 1990), and an essential element in
social relationships because it includes cognitive, emotional, and...
behavioral, and corresponds to an inevitable element of risk and potential doubt
(Lewis and Weigert, 1985). Finally, according to this approach, trust can only exist between
institutions and in situations of uncertainty.

II.1.3. Trust according to the psychological approach

In the psychological approach, trust is associated with the notion of risk and this
exists both among individuals and between institutions. In this approach, it is
considered to be a psychological state unique to an individual (Roter, 1967; Frost and
research in this field has focused on the development of the
willingness to trust (Rousseau et al., 1998). Indeed, Roter (1967), attre
Of illustration, has shown that the experiences gained in life can have an effect
considerable in the willingness to trust. Similarly, Tschannen-Moran and Hoy (2000)
studied the influence of the willingness to trust on an individual's behavior
and they have shown that people with a high level of willingness to trust
They gain more trust and act in a much more favorable way.

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II.1.4. Trust according to the managerial approach

In management, many studies have emphasized the importance of trust in

as a key element in the performance of companies. Rousseau et al. (1998, p. 395)
define trust as "a psychological state that includes the intention
to accept a vulnerability based on positive expectations regarding intentions
other people's behaviors." McKnight et al. (1998, p. 474), for their part, distinguish between
two elements in their definition of trust, the willingness to trust and the
beliefs of a part of the relationship in benevolence, credibility, and predictability of
the other part of the relationship.

We note that the conceptualization of trust in the managerial approach.

offers points of similarity with the previously mentioned disciplines, namely sociology
and psychology. Indeed, trust is associated with a situation of risk (Mayer et al.,
1995) and it is considered to be a psychological state of expectations or beliefs.
(Rousseau et al., 1998). Finally, it is worth noting that managers do not specify in
they define the nature of the object of trust (individuals or institutions).

II.1.5. Trust in marketing

The concept of trust in management finds its origins in organizational theory by

the bias of trust ratings for negotiators, for managers... It is part of
in the marketing mix strategy, at the level of the fifth P - People - and
of the sixth P - Politics (the political fact in the broadest sense of the term, namely the aspects

regulatory and institutional) – as defined by Kotler.

Marketing research has studied the concept of trust in different contexts.
(the field of distribution, relational marketing, service marketing, the field
industrial, etc.) and the literature in marketing has shown that trust is a construct
complex characterized by a lack of consensus regarding its definition and the elements that
the component. This divergence is essentially explained by the specific nature of
each context of the studies in question.
A look at the definitions of trust in marketing reveals that they do not
do not emphasize the role of risk except for the definition by Smith and Barceley (1997) which
recognize trust in situations of uncertainty (Pennanen, 2009). Indeed, they

16
considered as "the set of actions that reflect the will to accept the
vulnerability towards a situation of uncertainty. However, it is true that risk is
quasi-absent in the definitions of trust but there are several studies that have
showed its importance (the example of the studies by Kumar et al., 1995).
A second observation relates to the apprehension of trust as a state.
psychological (a belief or a will) of the person who trusts ('trustor').
Indeed, Moorman et al. (1993) define trust as "the eagerness
on one side of the exchange relies on the part she trusts.
(2003), for its part, considers it to be 'the belief of one actor that the other party'
the contracting party will behave in accordance with its expectations in anticipation of a

more or less tangible result.

Finally, we notice that the definitions of trust in marketing do not specify whether
The object of trust ('trustee') is an individual or an institution. The literature in
marketing recognizes, therefore, the concept of individual trust as well as trust
institutional.
The reflection in marketing has thus focused on exchange. It allows us to address the essential role of

trust in the development and maintenance of trust relationships between the

partners in a distribution network, in client-vendor relationships or services,
thus showing the diversity of its areas of application (Ben Miled, 2011).

Indeed, the role of trust is crucial when the consumer finds themselves in a
situation of uncertainty or dependence and perceives a high risk.
2007, p. 9.

Some definitions of trust in marketing

Moorman et al (1992) define trust as a willingness to rely on the

partner in the exchange.
According to Morgan and Hunt (1994), trust is perceived as the sum of activities
aiming to establish, develop and maintain relational exchanges
performing.
Doney and Cannon (1997) estimate that the construct of trust involves a
calculated process, based on the capacity of an object or a partner (for example a
Brand) to continue fulfilling its obligations and based on an assessment of the report

17
costs/benefits of staying in the relationship. Trust implies inferring goodwill of
the firm to act in the best interest of the client given the values and objectives
shared.
Sirieix and Dubois (1999) perceive it as the belief regarding the brand upstream.
the intention of buying behavior. It relies on the credibility of the company
holding this brand, and on the other hand on the interest it has in the satisfaction of its
clients (their good intentions).
Gurviez and Korchia (2002) believe that it is a psychological variable that reflects a
set of accumulated presumptions regarding credibility, integrity, and benevolence
that the consumer attributes to the brand.
Delgado and Ballester (2004) believe that these are expectations of reliability towards the brand.
his good intentions in situations that present a certain risk for the client.

II.1.6. Trust in e-commerce

Despite a rich literature devoted to trust, it is important to highlight the lack of
consensus regarding the definition of this rich and difficult concept as well
to apprehend. Indeed, trust has been perceived in different ways within the framework of
different disciplines, namely sociology, psychology, and marketing.
In marketing, it emerges from the literature on this topic that trust is apprehended.
mainly according to two main approaches (Chouk and Perrien, 2003). Within the framework of the
first psychological approach and in the same vein as Chouk's definition and
Perrien (2003) and Robinson (1996), trust is understood as a state
psychological aspect that manifests through a presumption, an expectation or a
belief that the other side will have favorable behavior or not
spending of its interests. As for the behavioral option, trust is rather perceived
like a confident behavior (Chouk and Perrien, 2003) or a situation of
vulnerability that involves a willingness to rely on another party (Mayer et al, 1995).
In our research, we adopt the definition of trust proposed by Mayer et al.
(1995) which is commonly accepted by previous works. It apprehends the
trust as positive expectations based on the perception of kindness,
competence and integrity of another party. In this perspective, trust integrates

18
components that are both cognitive, affective and behavioral (Chouk and
Perrien, 2003).
At first glance, marketing research has approached trust as an attribute that
characterizes the interpersonal relationships between customers and sellers or the link of
clients towards the brand in a traditional purchasing context. Then, this concept was
extended to the relationship between customers and online sellers. In the context of online shopping
internet, we can talk about electronic trust.

Electronic trust has been defined as a belief or expectation placed on

the reliability of others' promises. It has also been regarded as an indicator
of intention or behavior, past and future of others. Indeed, according to Jarvenpaa and
Tractnsky (1999), trust is "the consumer's willingness to rely on the seller"
and to undertake actions even if these make him vulnerable." It is "the belief
that we can rely on the promises made by others" (Suh and Han, 2003). Finally, the
trust towards the online merchant is "the set of positive expectations regarding the
the competence and expertise of the merchant, regarding the fulfillment of their commitments, regarding the

motivations to help the consumer in case of a problem, and regarding the attention given to
its interests" (Chouk and Perrien, 2005). An examination of the definitions of online trust
we can see, first of all, that trust can only exist in a situation of
risk. It is considered to be a psychological state of the person who grants their
trustee. Finally, the object of the trust ("trustor") is not specified, it can
be e-commerce in general, the online seller, the online business, or even
an e-commerce website. This allows us to observe the recognition of the concept of the
individual trust as well as institutional trust. The definitions mentioned lead us
lead to the observation that despite the diversity of definitions of electronic trust
Researchers agree on the notion of vulnerability which leads to the notion of risk, and
the waiting note. Waiting refers to the anticipation of the other person's future behavior
part of the electronic exchange. Vulnerability, for its part, refers to a possibility of
loss of a part of the exchange that puts him in a situation of fragility.
Although electronic trust finds its theoretical foundation in the
literature of classical trust applied in a digital sphere, these two notes
present both similarities and differences. The two

19
common elements between these two concepts are essentially summarized in the quality of
product and the reputation of the firm (Shankar et al., 2002). While the elements of
The differences essentially summarize to the physical absence of the seller, to the absence

of interaction with other clients, the necessity to adapt to the thinking of

the internet user, in the absence of sensory information, and finally, in search of information
(Cliquet et al., 2002).
However, trust in the context of electronic exchanges has specificities.
specific to her, and which essentially boils down to the absence of human contact and the
inherent risk of the electronic environment in general, and the Internet in particular.
Absence of human contact: One of the most important specificities of
e-commerce is the absence of human contact. Indeed, in an environment
Classical interactions between clients and sellers essentially rely on the
role played by the seller and their ability to meet their needs, to customize the offer and to
solve problems that arise during the shopping or service experience.
The use of technology modifies the nature of this interaction which is characterized by
the control of the Internet user and the absence of interactions with the cyber merchant.

A risky context: The digital environment, characterized by the physical absence of

seller and the immediate acquisition of the merchandise after payment in certain
This is a risky context that puts the internet user in a situation of vulnerability.
the situation can be explained primarily by his lack of control in the purchase of
The internet makes him dependent on the online retailer.
Chouk (2005) distinguishes between environmental risk and behavioral risk.
The environmental risk is a risk directly related to the technology used and that
escapes the control of both parties involved in the exchange (Chouk, 2005). The risk

behavioral, on the other hand, is a risk related to the cyber seller who may take advantage of the

vulnerability of the client for their own account. This behavior manifests itself, to attract

for example, due to the non-conformity of the ordered product or a delivery defect. These
Two types of risk acquired in the digital world have the characteristics of risk and
vulnerability, hence the importance of the notion of trust.
In this context characterized by a dehumanization of business relations, where the emphasis
is placed on the virtual with the risk incurred by the client through the disclosure of his
private information on a website, trust is paramount. Make a purchase in

20
line suggests the existence of a "climate of trust" for several reasons. In
Indeed, the online shopping context is risky and uncertain (Pavlou, 2003).

However, uncertainty represents a limit, a brake on the adoption of online shopping.

especially since the product is virtual and the buyer only has a representation.
visual of this last one (Viot, 2011). The consumer's fear can also be located at
level of opportunistic behavior that the seller may have. The latter may not
respect the promised delivery conditions or 'disguise' one's true identity (Viot,
2009).

Another point of uncertainty is the asymmetry of information (Claeyssen, 2003). This results from
from the separation in time and space of the seller and the buyer thus providing
an advantage to the first. The buyer only has the visual, virtual representation of the seller.
The reliability of the offer is only guaranteed by the integrity of the seller.

Every purchase, whether online or not, incurs transaction costs, monetary or otherwise.
non-monetary, associated with risks and uncertainty. Trust helps to reduce them.
(Pavlou et al, 2005).

Trust in a commercial website is defined as 'the expectation of

consumer that the electronic merchant will not exploit their vulnerability and that he
honor its commitments promised on the site" (Chouk and Perrien, 2003, p8). The emphasis is placed
on the notion of vulnerability here as its importance is decisive in the context of
online commerce. This is all the more true considering that the environment is
Perceived as more risky, the feeling of vulnerability is just as high.

Trust in an online store is considered as "an expectation" in the

measure where it fits within the framework of the approach apprehending as state
psychological upstream of the behavioral intention (Chouk and Perrien, 2003).

In literature, trust is dominated by two concepts:

The cognitive approach defines trust as a psychological state, a kind of

of assumptions before the action, of expectations or beliefs regarding the partner of
the exchange (Chouk and Perrien, 2003).

21
The behavioral approach defines trust as an intention to
behavior translating into the willingness to rely on the exchange partner
The client must accept the fact that they are vulnerable to risk.
hacking of the website or regarding the reliability of the offer proposed by the service provider
or the seller and thus rely on the information provided on the website in question (Chouk and
Perrien, 2003).

II. 2. THE DIMENSIONS OF TRUST

Several dimensions of trust, which express the attributes establishing whether a person
can rely on someone else, have been identified in the literature.
In this research, we are interested in online trust which particularly underpins
the online relationship between customers and companies selling online. In addition to the
diversification of definitions of the concept of trust, its conceptualization is
characterized by the absence of consensus regarding the dimensions that compose it. In this
Even so, in order to analyze customers' online trust, it is essential to
define the constituting elements of this notion. An analysis of the literature reveals
that a multitude of researchers have conceptualized online trust.
Some researchers, the example of Morgan and Hunt (1994); Fournier (1994), Mayer et al.
(1995) opt for a unidimensional conceptualization and they do not distinguish in
their operational conceptualization between the dimension of 'honesty' and the dimension of '
benevolence.
Other researchers, like Donney and Canon (1997); Sireix and Dubois (1999), choose
for a two-dimensional conceptualization of trust that distinguishes between the
benevolence and credibility.
Finally, researchers (Frisou, 2000), (Gurviez and Korchia, 2002) opt for a conception
three-dimensional that allows specifying components that seem distinct
theoretically. It mainly concerns credibility, integrity, and kindness.
(Allagui and Temessek, 2005), (Chouk and Perrien, 2003) align with them in the
perceived as positive expectations of a client based on certain attributes of
merchant or service provider, namely kindness, integrity, and competence.
Regarding the competence dimension, also known as credibility, it refers to a
set of expertise and technical skills that the other party possesses and which allows them

22
to carry out the requested service and thus fulfill its commitments (Chouk and Perrien, 2003).
It is a matter of finding the right balance between the partner's competence and the ability to
keep one's promises.
The second dimension of trust, namely integrity, expresses the fact that sincerity of
the other part about the fact that she intends to honor her commitments and promises
make to the client (Chouk and Perrien, 2003). It relates particularly to the reliability of the information

provided on the website as well as to the protection of those disclosed by the client himself
(Chouk and Perrien, 2003).
Integrity is related to the notion of credibility in the sense that one is committed to their
promises but pertains more to a subjective aspect as it is based on ethical values
follow. The difference between credibility and integrity lies in the way of conceiving
each note: the first is more objective and implements the skills of
partner to uphold the promised commitments (Gurviez and Korchia, 2002). On the other hand, the
second is more oriented in a subjective context where the partner respects their
ethical commitments (Gurviez and Korchia, 2002). In this
research, integrity means that the online company is honest by respecting its
commitments and keeping its promises regarding the information on the services of
services to be provided to the client, presented on the website.

The third dimension is benevolence. It concerns the trust placed by one

towards the other party if it expects that the latter will defend its interests (Chouk and
Perrien, 2003). It implies that the other party is willing to provide the best service.
to clients (Akter et al, 2011).
According to Toufailly et al (2009), online trust is composed of three dimensions.
key points to know:

Credibility: It is the assessment of the ability of the concerned e-commerce site to fulfill the

consumer expectations from a technical perspective. Credibility refers to the ability

from one party of the exchange to meet the needs of the other party and to fulfill the terms of
the exchange in its interest. It is reflected in competence, expertise, and know-how.
According to Gurviez and Korchia (2002), the credibility of an online seller translates into
skills, his expertise, as well as his ability to keep promises.

23
Benevolence: It is the attribution to the commercial site of a consumer-oriented approach.
durable with regard to taking into account the interests of the consumer. The perception
a benevolent attitude towards him reassures the consumer who thus sees a future
less uncertain. Kindness is the good intent of one part of the exchange, and it
translated by positive actions in the interest of the other party of the exchange. Some
Researchers claim that it constitutes the affective aspect of trust (the example of Doney.
and Cannon, 1997). Benevolence reflects the belief that the online seller is interested
by the interests of the online buyer.
Integrity: It is the attribution of values to the merchant site regarding respect for
its promises related to the terms of exchange. In other words, it is about its honesty.
Integrity is generally defined as the reliability of promises.
cybermerchant. However, according to Chouk and Perrien (2005), integrity refers to
respect for promises and commitments has two facets: the first facet which
corresponds to the respect of commitments regarding the information provided by the
cyber seller, and a second facet that corresponds to respect for commitments by
report on the information provided by the cyber consumer.
In our study, benevolence consists of showing that the online company provides
necessary efforts to act considering the client's interests and resolve his
problems.
Thus, trust presents itself as a triptych formed by three dimensions.
fundamentals which are competence, kindness, and integrity.
A synthesis of the conceptualization of trust according to different approaches.

It is important to emphasize that the following elements emerge from it:

All approaches recognize trust in uncertain or risky situations.
In each situation of trust, we distinguish the person who grants their trust.
called "trustor", and the object of trust, called "trustee". The "trustee" can be a
individual, a group of individuals, an organization (in this case, we talk about trust)
interpersonal). Or an institution (the example of the internet, technology, etc.), and we
talks in this case about institutional trust.
To define trust, the five different approaches use several terms,
notably, a belief, an expectation, the willingness to trust, or again the

24
confidence. But in reality, these terms refer to the state of mind of trust and do not encompass
not all facets of trust. Moreover, sociologists attribute the notion of
the attitude in their definitions of trust. While this notion is not a
significance of trust but rather a consequence of the latter.

25
SECTION 2: RESEARCH HYPOTHESES AND THE THEORIES USED
As part of our study, we have formulated four hypotheses and mobilized
mainly a theory.

I. THE RESEARCH HYPOTHESES

Toufailly et al (2009) estimate that online customer trust is likely to be
improved through a set of four relational characteristics: the quality of the
communication, social presence, support quality, and the virtual community. For
All websites must have relational characteristics composed of human aspects.
and social media whose main role is to create a certain perception of a presence
social and human contact between clients and the company in the virtual world of
the exchange.

Impact of communication quality on online trust

Anderson and Narus (1990) define communication as the formal sharing and
informal exchange of reliable and periodic information between partners.

Duncan and Moriarty (1998) showed that the more the virtual enterprise is based on
interactive and communicative relationships, this positively affects the trust of
its clients.

Morgan and Hunt (1994) estimate that the quality of communication strengthens trust.
through the resolution of problems and conflicts and by aligning perceptions and expectations.

For Toufailly et al (2009), the quality of communication is defined by "the relevance of

messages sent to each client, responses to inquiries, active dialogue and
bidirectional on needs, interests, and preferences. Thus, customer trust will
croissant when the company's website provides quality communication.

Several studies show that the quality of information on a company's website

is a factor that can affect the customer's online trust (Chouk, 2009). By information
of quality, Liang and Chen (2009) suggest that it should meet certain criteria
both quantitative and qualitative including precision, ease of understanding, usefulness
relevance and updating. For Bressoles (2004), the level of detail of information

26
provided on the site must meet the needs of the customers. The lack of information or
The update of the information observed is likely to constitute a factor of
mistrust for the client in the sense that they may misinterpret it (Chouk and Perrien,
2003). In the context of online shopping, informational deficiencies reflect for the
the merchant's desire to deceive the consumer or to conceal certain prices
of the product" (Chouk, 2009). Conversely, providing too much information on the website can
negatively influence their clarity (Chouk and Perrien, 2003).
I.1. H1: The quality of communication on the company's website positively affects
the trust of online customers.

The effect of social presence on online trust

Social presence is defined by Gefen and Straub (2003) as 'the extent to which...
which a channel allows its users to feel in psychological presence with the
others. The integration of the social aspect and any friendly interface on a commercial site
allows to stimulate positive emotions in clients (Cyr et al, 2007). This is all the more
it's just that people have a true penchant for technologies and computers that
tendency to flatter them (Luo, 2002). The social presence on a company's website
gives the user a feeling of being in the presence of a warm, personal site,
sociable, thus creating a feeling of human contact (Yoo and Alavi, 2001).

Lemoine and Notebaert (2009) reinforce by saying that the presence of a virtual agent
Avatar develops in clients a feeling of human interaction in cases where
this one is capable of responding to users' concerns instantly.

Cyr et al (2007) assert that social presence allows the customer to perceive the website and
the online relationship in a proper manner. This raises the second hypothesis:

I.2. H2: The perception of social presence on the company's website affects
enhancing online customer confidence.

The effect of the quality of the support on online trust

27
The quality of support is "the service provided to customers and the follow-up during and after a

transaction data on the website" (Toufailly et al, 2009). This relates to monitoring the
complaints, efficient management of claims and technical assistance.

According to Turban et al (1999), good quality support provided by companies leads to

consumers to go through the entire decision-making process. In other words, these
companies offer consumers several services during and after the transaction
among which we can mention call centers, processing services
complaints, technical assistance. Gefen (2002) was able to assert that good quality of
Service and support increase customers' online confidence.

For Degaratu (2000), taking into account the facilitators of site usage in
the architecture and design of any e-commerce website is likely to improve
the online experience of the customer and to increase their satisfaction and trust. All of this

inspire the following hypothesis:

I.3. H3: A good quality of website support positively affects trust.

online clients.

Effect of the virtual community on online trust

A virtual community is defined as a "social entity organized and

maintained by an online company to facilitate the exchange of opinions and
information about the products and services offered by existing and potential clients
(Srinivasan et al, 2002). Virtual communities have this advantage and power of
group visitors of sites who share the same experience and interests
ensemble (Toufailly et al, 2009). This relational characteristic, once taken into account
through websites would be able to increase the perceived value of online interaction and the
trust in the company in question (Ponnavolu, 2000). Hence the following hypothesis:

I.4. H4: A virtual community on the website positively affects trust.

online clients.

28
Researchers have shown that reputation is an important determinant of trust.
online (Mcknight et al, 2002).
The existence of a physical point of sale reassures consumers since sales in
the line will be perceived as an extension of traditional distribution channels and the
trust in the brand or company is transferred to its website (Chouk and
Perrien, (2003). The Age of the Merchant: for generally consumers tend to
to place their trust in a company with a proven track record.

This inspires the following hypotheses:

I.5. H5: The seller's reputation positively influences consumer trust.

online

I.6. H6: The physical presence of the seller positively influences the buyer's trust.
online consumer

Also, the results of an exploratory qualitative study show that the elements related to...
can influence the trust of the internet user towards a site mainly concerning the
testimonies from other internet users on the site and recommendations from acquaintances. Indeed, the
testimony from other internet users about their shopping experiences or a product evaluation
offers can create a source of trust for some internet users.

We can formulate the following hypotheses:

I.7. H7: The testimonials of other internet users positively influence trust.
online consumer

I.8. H8: Recommendations from close ones positively influence trust.

online consumer

The hypotheses thus formulated lead us to materialize our research model.

as follows:

29
 RESEARCH MODEL OF OUR STUDY

Quality of the
communication

Social presence

Quality of the support of

communication The trust of Credibility
consumer Integrity
Virtual community
during a purchase in Kindness
line

The reputation of
seller

The representativity
physique of the seller

The testimonies
d’autres internautes

The recommendations
by relatives

30
II. MOBILIZED THEORY:

THEORY OF RELATIONAL MARKETING

The marketing approach to exchange has evolved considerably in recent years and
this through the new directions of companies. Indeed, the concept of marketing
traditionally concerned mainly with the satisfaction of needs and desires of
consumer as well as the creation of a orientation towards a product or a brand without
take into account the possible social link between the actors. In this option, communication
between the different stakeholders (companies and clients) was almost non-existent. The respect for their
different obligations in accordance with the terms of the exchange was the main center
of interest at the expense of taking into account their respective personality. This exchange,
termed by researchers as 'transactional exchange' (Dwyer et al., 1987) or also '
"restricted exchange" is characterized by a discontinuity in that each
The transaction carried out is considered to be unique and independent of the others.
past transactions or those that could be concluded in the future. The client has no
preference, nor consideration, nor loyalty towards the seller. Conversely, the seller
does not express any desire to know the client's preferences or their perception and
personal evaluation of the product or service sold. This very restrictive way of
perceiving the exchange has been criticized given its limitations in explaining the
behaviors and real practices. It gradually makes way for a new path
of research that has developed in recent decades, both theoretically
which practices, oriented towards the notion of relational exchange and makes relations between
the partners are the main subject of the analysis (Oliver, 1999).

This concept of relational exchange is characterized by its realistic aspect based on two
basic assumptions to know; the continuous temporal nature of the exchange process, and
the existence of social ties between co-exchangers (companies and clients). Thus the notion of
cooperation between the different actors is highlighted in view of the success of the act
exchange in a relational context. This new situation implies a certain level of
mutual knowledge and understanding among the co-exchange participants, which brings us back to
suppose that the development of social bonds between the actors promotes the maintenance of
partners in the relationship.

31
The more the relationship between the swingers is of a partnership nature, the less uncertainty there is.

between them, the frequency of exchanges increases, and better circulation of

The information is acknowledged, allowing each party to better understand the expectations.
of his partner, and creating an environment of shared trust and commitment
mutual. It is within this framework that consumer loyalty is built.
The current expansion of new information and communication technologies leaves
to glimpse the increased willingness of businesses and brands to strengthen and deepen
their network of relationships (suppliers, distributors, competitors, consumers,
employees, media, etc.
The technological revolution in information and communication, the success of
total quality programs, the growth of the service economy, decentralization
progressive decision-making in organizations and the intensification of competition in
many sectors encourage companies to prefer relational orientations and
defensive to transactional traditions and offensive (Sheth and Parvatyar, 1995).

32
CHAPTER II: EMPIRICAL LITERATURE REVIEW

In this chapter, we will focus on highlighting the results of the studies conducted.
by some researchers on consumer trust when making an online purchase. Thus a
part will discuss the factors influencing online consumer confidence and another
the consequences of online trust.

SECTION I: THE DETERMINANTS OF ONLINE TRUST

In literature, we have observed that studies in this field

prioritize the notion of security which is a necessary condition for the development of the
the user's trust. Its impact on trust has been highlighted by several
researchers like Gummerus et al. (2004); Ha (2004). Research on this topic has
considered the notion of security from different angles (Gauzente, 2003):
Data security and respect for privacy (Ha, 2004). Indeed, the
security involves protecting the internet user from the risks of fraud and financial losses
by using their credit card on the site. While respecting privacy
involves the protection of personal data collected during the experience of
service.
The security of transactions and the order placement process (Yoon, 2002).
The role of certifications (Palmer et al., 2000).
In addition to security, other elements explaining trust appear in the
work of Walczuch and Seelen (2000), notably personality factors and
perception, the factors related to previous experiences and knowledge, and finally, the
attitudes towards technologies.
Rajaobelina, Bergeron, and Ricard (2010) presented the set of determinants of the
online trust in the banking sector. They also identified determinants related to
site and to the consumer, three other categories of determinants. It is essentially
characteristics related to the nature of the relationship, the nature of the transactions and finally to

characteristics of the banking institution.

In addition to these elements, it is interesting to question the impact of the interface of
the user on trust during an online experience. The goal is to identify the
key elements of the site that influence the quality of the website, which in turn influences the

33
the confidence of the internet user. The contribution of the work of Roy et al. (2001) is to emphasize

the factors influencing the quality of the user interface which are: ease
the use of the interface; the ease of navigation; the consistency; the learning;
perceptual limitation; and the user guide.
It should be noted that the quality of the user interface is often considered by several.
researchers as the quality of the service offered online. However, the key elements
which characterize them differ from one study to another. However, let us note that according to Gummerus

et al. (2004) the quality of the user interface is nothing but a constitutive element of
the quality of an online service. This was apprehended by Kassim and Ismail (2009)
as a multidimensional concept involving ease of use, design,
personalization, receptivity, and assurance.
Gharbi et al. (2003) studied the emotional state experienced while navigating on a site like
being a determinant of trust. They define the emotional state as being a
reaction that the individual manifests in response to a set of stimuli that influence their perception
and its reaction. All of these stimuli create an overall atmosphere to which the individual
manifests an emotional reaction that can be described by three types of responses namely: the
pleasure, stimulation, and dominance (Gharbi et al. 2003). The results of their research
show that the emotional state experienced during a site visit has a significant impact
trust in this site and emotion is an important lever for attendance at a
site and its use.
We note that several researchers agree on the importance of studying
Characteristics of the consumer as determinants of online trust.
Indeed, personal variables, the example of the disposition to trust, aversion
At risk, familiarity and experience prove to be important explanatory factors in the
online trust formation.
It can be concluded that the literature regarding the factors explaining the
the development of online trust is characterized by a lack of consensus
as for the elements that promote the trust of the internet user, this diversity is explained
essentially by the objectives of each study. However, all of these factors
can be grouped according to the classification presented by (Chouk and Perrien, 2003). These
authors have identified four types of factors that can influence trust
the consumer during an online purchase. It is about:

34
Variables related to the site.
- Variables related to outsiders.
Variables related to merchants.
Individual and situational variables.
Site-related variables:
The results of the exploratory qualitative study show that the elements related to the site
Web factors that can influence the user's trust towards the site concern the quality of
the offer, the security of transactions, the design and the quality of navigation.

To reduce the risk of intangibility of online products and the physical absence of the seller,
the quality of the offer, particularly the information related to the offer must be thorough,
riches, varied, clear, relevant, and updated daily. The security of
Payments and the confidentiality of personal data constitute an important factor.
and a necessary condition in the development of e-commerce. Security
payments involve protecting the internet user from the risks of fraud and losses
financial through the use of their credit card on the site. The confidentiality of data
personal, on the other hand, involves the protection of personal data collected on
course of the service experience.
Besides the issue of security, it is important to highlight the significance of the process of

command that must be designed so that the user, after passing through
order, may follow or modify it. An ordering process must allow,
Therefore, it's up to the internet user to be aware of every step of the process and provide them with a

feeling of control.
Internet users also attach great importance to the quality of navigation on the
the site as well as its design. They are reflections of the degree of professionalism of the site in

The design of the website refers to the elements that contribute to the creation of
the virtual atmosphere of the site: That is to say the elements of the graphics, size and
site colors; font type; the use of images, icons, animations,
videos, etc. The quality of navigation on a website is measured by the time it takes to
search for information on the site. It should allow for easy searching in no time
minimum.

35
Variables related to the merchant:
The notoriety and reputation of the merchant constitute the fruits of all the past of
the company and its history. It serves as a guarantor for consumers and reinforces
therefore the trust of these. Several researchers have shown that reputation is a
important determinant of online trust (Mcknight et al, 2002).
The existence of a physical point of sale reassures consumers since selling in
line will be seen as an extension of traditional distribution channels and the
trust in the brand or company is transferred to its website (Chouk and
Perrien, (2003).
The age of the merchant: for generally consumers tend to grant their
trust in a company with a history that has already proven itself.
Variables related to the ters:
The results of the exploratory qualitative study show that the elements related to...
can influence the trust of the internet user towards a site mainly concerning
the testimonials of other internet users on the site and recommendations from relatives. In
effect, the testimony of other internet users, about their shopping experiences or an evaluation

Offered products can be a source of trust for some internet users.

Nonetheless, this source raises the issue of its credibility. On the other hand, the

recommendation of a website by someone close, the traditional mode of communication

interpersonal, seems to have a significant effect on trust in the
electronic exchanges.
Furthermore, the site partners, the companies whose logos are displayed on the page
The homepage of the site seems to have an influence on the trust of internet users, especially
when these partners are companies with good brand capital and a good
image.
Finally, to assess the reliability of the online company and strengthen the credibility of the content of

on their website, some consumers want to see signs of labeling or

certificates issued by recognized labeling organizations on the website.
Situational and individual variables:
Situational variables play an important role in explaining behavior.
of the individual (Lendrevie et al. 2003). While individual variables are specific to

36
for each consumer, the situational variables are independent of the individual and of
all concerned stimuli.
According to Chouk and Perrien (2003), the perceived risk of the purchase situation is a risk related to the

nature of the product and/or service, on one hand, and the financial stakes, on the other.
In general, perceived risk is "an important psychological variable in decision making.
decision that generates uncertainties regarding potential negative consequences that
arises from" (Lehu, 2004).
Individual variables include psychological variables and criteria.
sociodemographic. By psychological variables, we mean familiarity,
expertise, risk aversion, anxiety, willingness to trust, values
personal, and personality traits. Familiarity is 'an understanding often
based on past interactions, experiences, and learning about what, how, and where
consumers do what they have to do" (Batacherjee, 2002). The expertise is "the
number of product-related experiences accumulated by consumers (Alba and
Hutchinson, 1987). Anxiety is a personality trait that distinguishes internet users.
distrustful of those who are confident. The distrustful will need several elements
insurance to feel confident. The willingness to trust is the measure
according to which a person shows a sustained tendency to be voluntary
dependent on others regardless of the situations and the people involved in the
exchange relationship " (McKnight and Chervany, 2002). Personal values "It is a
a lasting belief that a specific mode of conduct or a final state of existence is
personally or socially preferable to an opposite or contrary mode of conduct or
"ultimate state of existence" (Rokeach, 1973). And finally, personality traits are "some
predispositions and latent trends that characterize a person" (Rolland, 2004).

37
SECTION II: THE CONSEQUENCES OF E-TRUST

In the literature, most researchers have highlighted the purchase intention, the purchase
and loyalty as the main consequences of online trust. Indeed,
Many researchers have studied loyalty towards the website, the e-seller,
or even the online company. As an example, we can cite Allagui and Temessek (2004);
Huang (2008).
In the same vein, researchers like Gefen (2000); Pavlou (2003) have
interested in the intention to buy or the act of purchasing on a commercial website as being
the two main consequences of online trust.
Moreover, several researchers have studied recommendation as being a
consequence of online trust. Rajoebelina et al. (2009) defined it as being "
a positive or negative statement made by former, current, or consumers
potentials on a product or a company, and which is available by a multitude of people
you institution thanks to the Internet.
Eastlick et al. (2006) empirically showed that trust in online sellers
influence his engagement. Pavlou (2003); Jarvenpaa et al. (2000) showed
that online trust reduces perceptions of risk.
McKnight et al. (2002) demonstrated that initial e-trust influences the intention to continue the
advice provided by the site, sharing personal information with the site and the intention
purchase. The works of Liu et al. (2004); Shankar et al. (2002) revealed that trust in
line positively influences the intention to revisit the site. Koufaris and Hampton-Sosa (2004)
highlighted its influence on the intention to use the site.

38
CONCLUSION OF THE FIRST PART
In this section, it is important to note that all approaches recognize trust.
in uncertain or risky situations.

Trust is defined by approaches in terms of belief, expectation, willingness to

trust or confidence. Online shopping taking place in a virtual environment requires
this value.

Thus, the relational and social characteristics of the website are tested in order to see their
impact on online consumer confidence.

39
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TABLE OF CONTENTS
INTRODUCTION 1
FIRST PART: THEORETICAL AND CONCEPTUAL FRAMEWORK OF THE DETERMINANTS OF
CONSUMER CONFIDENCE WHEN PURCHASING ONLINE IN ABIDJAN, COTE D'IVOIRE
Ivory 7
INTRODUCTION OF THE FIRST PART 8
CHAPTER I: THEORETICAL REVIEW OF LITERATURE 9
SECTION 1: DEFINITIONS OF E-COMMERCE AND TRUST CONCEPTS
ONLINE
I: CONCEPT OF ELECTRONIC COMMERCE OR E-COMMERCE

[Link]

I.2. THE TYPES OF RELATIONS IN E-COMMERCE AND THEIR EVOLUTION 10

II: CONCEPT OF ONLINE TRUST 11

II.1. CONCEPTUALIZATION OF TRUST ACCORDING TO DISCIPLINES

[Link] trust
II.1.2. Trust in sociology 14
II.1.3. Trust according to the psychological approach
II.1.4. Trust according to the managerial approach
II.1.5. Trust in marketing 15
II.1.6. Trust in e-commerce 17
II. 2. THE DIMENSIONS OF TRUST 21
SECTION 2: RESEARCH HYPOTHESES AND THEORIES MOBILIZED 24
I. THE RESEARCH HYPOTHESES
RESEARCH MODEL OF OUR STUDY 27

II. MOBILIZED THEORY: RELATIONAL MARKETING THEORY 28

CHAPTER II: EMPIRICAL LITERATURE REVIEW 32

SECTION I: THE DETERMINANTS OF ONLINE TRUST

SECTION II: THE CONSEQUENCES OF E-TRUST 37

CONCLUSION OF THE FIRST PART 38

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