The Significance of Trust among Users of Social Networking Websites - Study on Construction and Interior Design Portals

• Autorzy: Katarzyna Krot

Warianty tytułu

Znaczenie zaufania do członków społeczności internetowej na przykładzie portali budowlano-wnętrzarskich

• Języki publikacji: EN

Abstrakty

EN

Purpose: Trust in e-business is a key factor because of impersonal contact, dependence on IT systems and the need to disclose important information. Trust can influence behaviour by motivating the audience to read the message, but also encourages Internet users to assess their usefulness. Therefore, the aim of the survey was to assess the significance of trust in the other website users for building general trust in online portals, as exemplified by construction and interior design portals.
Methodology: The study was carried out in the form of an online survey sent to individuals by e-mail.
Findings: The study revealed that most of the respondents exhibited a fairly passive approach, treating the portals as a source of information about trends in architecture, interior design or building and house decoration companies. There is a strong correlation between the total trust in the construction and interior design portal in general and trust between its fellow users. This trust manifested itself most strongly as confidence in the honesty of online community members, as well as confidence in the skills and knowledge of people who recommend products or share their opinions on the portal.
Originality: Most of the studies conducted so far have concerned online shops in the context of IT systems use of third-parties and privacy protection,1 the company's goodwill, the quality of websites and their influence on the decisions whether to participate in e-commerce or not.2 The present study aims to assess the level of trust among the users of social networking portals, contributing to these with their recommendations, reviews or opinions. (original abstract)

Zaufanie w e-biznesie jest kluczowym czynnikiem wpływającym na wielkość sprzedaży i sukces firm prowadzących taką działalność. Bezosobowy kontakt, konieczność posługiwania się systemami informatycznymi oraz konieczność ujawniania istotnych danych sprawiają, że klienci czują się w środowisku internetowym wyjątkowo niepewnie. Warto więc zastanowić się, jakie czynniki mogą budować zaufanie użytkowników do portali internetowych. W związku z tym celem badania było określenie znaczenia zaufania do użytkowników portali w budowaniu ogólnego zaufania do tych portali na przykładzie portali o profilu budowlanownętrzarskim. Respondenci deklarują raczej umiarkowane zaufanie do portali budowlano-wnętrzarskich, co jest związane z ograniczonym zaufaniem do ich użytkowników. Okazało się bowiem, że istnieje silna zależność pomiędzy zaufaniem do portali a zaufaniem do osób tworzących społeczność tych portali. (abstrakt oryginalny)

Słowa kluczowe

EN

Social networking; Web portals; Trust

PL

Serwisy społecznościowe; Portale internetowe; Zaufanie

• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2012
• Numer: nr 2 (18)
• Strony: 35--51

Twórcy

autor

Katarzyna Krot

• Bialystok University of Technology, Poland

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