Consumer Trust in Thailand Online B2C Company

Abstract: The purpose within this study was to investigate how Thailand B2C companies,
which are new comers, with or without well-known brand, using trust strategy
manage efficient consumer trust in online business. To conduct this study
the following research question were posed: How can these elements, namely
Transference, Reputation, Familiarity, Attitude, Risk, Cooperation and
Transparency, in Egger’s trust model be applied to trust strategy of B2C
companies in Thailand? How can Egger’s trust model be further developed and
applied to B2C companies in Thailand for creating more efficiency? From the
above discussion, the research methodology was conducted by having multiple
case studies of two Thai online companies. We also collected data by
interviews and gathered information from both companies’ websites in order
to consistent with the theory. The conclusion of this study clearly shows
that companies require all elements from the theory in order to create more
efficiency in handling consumer trust in their online environment.