Ulrike Steinbrück
ABSTRACT
Virtual re-embedding, i.e., adding social cues to a website, has been suggested as a possible strategy to increase consumer trust in online-vendors. Numerous online retailers meanwhile incorporate this strategy, for example by adding photographs and names of customer service agents or by creating chat and callback opportunities. Yet, little is is known about the effectiveness of virtual re-embedding. The present study examined the effectiveness of a comparably simple strategy, the inclusion of photograph in an e-bank's website and found a significant positive effect on perceived trustworthiness of the examined website. It is suggested that virtual re-embedding is an effective way to increase customer trust and that it does not even have to be costly to implement.
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