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In general, process-based trust is developed in earlier stages of a relationship and is
popular in pre-industrial economies. This kind of trust is grounded in past direct
experience with others or in second-hand information about them to develop processed-
based civil services examination trust, a record of prior exchange, acquired secondhand
or by imputation from outcomes of prior direct interactions, is usually necessary. When
such a record does not exist, reputation or brand name is often used as a surrogate.
Thus, an online vendor can facilitate its consumers' formation of process-based trust by
reinforcing its positive reputations or promoting its brand names.
In an investigation of trust formation, proposes an additional source of trust
cognition. Cognition-based trust relies on one's first impressions or cognitive cues, as
opposed to personal interactions with the other. This kind of trust sometimes involves a
categorization process, whereby individuals place more trust in people similar to
themselves .In e-commerce, consumers' first impression of an online merchant is often
through its website; they assess the merchant's trustworthiness by observing and
attending to cues that are presented on the Web pages.
Prior e-commerce research focuses on developing conceptual models to identify the
drivers and role of trust in online shopping. Applying sociological and economic theories
about institution-based trust to online civil services exam consumer behavior, propose
that buyer trust in the community of online auction sellers can be established through
three IT-enabled institutional mechanisms: feedback mechanisms, third-party escrow
services, and credit card guarantees. The data collected from 274 buyers in Amazons
online auction marketplace confirm their predictions that these mechanisms engender
trust, not only in some reputable sellers, but also in the entire community of sellers, and
that such trust influences both transaction intentions and actual purchasing behavior.
In line with Pavlou and Gefen's work, also investigate the antecedents and effects
of online trust and argue that online purchase intentions are the product of both
consumer assessments of the IT itself and trust in the e-vendor. Their study on
experienced repeat online shoppers shows that consumer trust is as important to e-
commerce as the widely accepted technology acceptance variables, perceived usefulness
and perceived ease of use. Their results also suggest that online trust can be built
through (1) a belief that the vendor has nothing to gain by cheating, (2) a belief that
there are safety mechanisms built into the website, and (3) a typical interface that is easy
to use.