Measuring the effects of online live support system on customers' trust: An empirical study

As the Internet provides many advantages to the businesses the number of e-commerce web sites is rising. There is need for more research and evaluation of the factors effecting these online companies in developing their online corporate image and gaining customer trust in Turkish market. Therefore, the purpose of this research was to measure the effects of online support system on customer trust, customer service quality perception, corporate image and enjoyment by means of improved interaction and communication. Suggestions were made based on the results. This research was conducted on two e-commerce web sites that were identical. The only difference was that one e-commerce web site had online support system installed and active. There were total of 413 college students involved in this study. They were asked to browse the web site and complete few tasks. Afterwards, there were asked to complete the online survey. The results of the study clearly showed that despite the extra costs of the online support system there was greater gain and advantages to the e-commerce web sites having online support systems. These advantages included positive effects on customer trust and how the customers perceived the business to be corporate, customer service oriented and pleasant. KEY WORDS: E-Commerce, Online Support System, E-Customer Trust, Website Interactivity And Trust