LAS ESTRUCTURAS BASADAS EN LA INSTITUCIÓN COMO DETERMINANTES DE LA CONFIANZA HACIA LA BANCA ELECTRÓNICA

Abstract

Information asymmetry is a problem that affects to the trust in the electronic markets, especially in the case of the electronic banking. A possible solution is to generate trust by means of structures and norms generating “institution-based” trust. In this context, this paper analyzes some of these tools as security in the transaction, guarantees of money refunds, customers’ opinions and reputation of the establishment. Their influence in an isolated way and also jointly is measured by an on line experimental design. The form that theses mechanisms of trust are presented (isolated or combined in a different way) causes different effects on the level of trustworthiness toward and dependability of the bank. A situation with seals of security in the transaction, guarantees of money refunds and a recognized brand provides strong trust. This suggests interesting implications for the web management and design.

Keywords

• electronic banking
• institution-based trust
• seals