How does personality affect trust in B2C e-commerce?

Jo Lumsden, Lisa MacKay

Research output: Chapter in Book/Published conference outputConference publication


Trust is a critical component of successful e-Commerce. Given the impersonality, anonymity, and automation of transactions, online vendor trustworthiness cannot be assessed by means of body language and other environmental cues that consumers typically use when deciding to trust offline retailers. It is therefore essential that the design of e-Commerce websites compensate by incorporating circumstantial cues in the form of appropriate trust triggers. This paper presents and discusses the results of a study which took an initial look at whether consumers with different personality types (a) are generally more trusting and (b) rely on different trust cues during their assessment of first impression vendor trustworthiness in B2C e-Commerce.
Original languageEnglish
Title of host publicationICEC '06
Subtitle of host publicationProceedings of the 8th international conference on electronic commerce: the new e-commerce : innovations for conquering current barriers, obstacles and limitations to conducting successful business on the internet
Place of PublicationNew York, NY (US)
Number of pages11
ISBN (Print)1-59593-392-1
Publication statusPublished - 13 Aug 2006
Event8th International Conference on Electronic Commerce - Fredericton, Canada
Duration: 14 Aug 200616 Aug 2006


Conference8th International Conference on Electronic Commerce
Abbreviated titleICEC’06


  • personality type
  • trust
  • evaluation
  • e-Commerce


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