Creation of trust in Electronic Commerce

The means most used by companies to increase trust in e-commerce transactions was establishing clear services and regulations to process claims made by customers who had purchased products and services on the web, something that could be called “an improvement of customer care service quality”.

Companies were gradually adopting new measures to improve trust in e-commerce, such as implementing codes of conduct, as well as quality seals for their e-commerce transactions, in order to define clear rules for selling over the Internet (information, payment methods, advertising, prices, promotions, etc.).

Quality seals and implementation of codes of conduct were measures that increased slightly among companies. On the contrary, there was a reduction in the number of companies that used alternative mechanisms for conflict resolution and claim services. This is something negative, because there is a need of creating an environment of trust, using all possible options to increase consumers’ willingness to buy over the Internet.