Building trust over the Internet : design and prototyping of an advocacy website
Author(s)Ma, Sha, 1981-
Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.
MetadataShow full item record
The Internet has empowered consumers with information, options, and a simple mechanism for transaction. Although the Internet has not completely replaced traditional shopping methods, it has brought about a change in the balance of power between suppliers and consumers. Many suppliers have responded to this change by adapting their marketing strategies from traditional push-based practices to more consumer centered trusted-based methodologies. In the wireless industry, Qwest Communications International, Inc. has taken a leading step in building consumer trust through the development of an advocacy website to help consumers select the best service packages available to them. In collaboration with Qwest, the MIT e-business Center has designed and implemented a functional prototype, My Wireless Advocate , that includes both successful advice-based features and innovative advocacy-based features such as retro-active pricing strategies and creating your own wireless plans. A preliminary focus group study has shown that consumers are ready for more trust-based business models in the online wireless industry, and that the Qwest project is definitely a step in the right direction. It is clear that once the major trust busters are fixed and the website is completed to a production level, it will be very useful and attractive for consumers, and raise general consumer awareness and trust toward Qwest.
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2004.Includes bibliographical references (leaf 81).
DepartmentMassachusetts Institute of Technology. Department of Electrical Engineering and Computer Science
Massachusetts Institute of Technology
Electrical Engineering and Computer Science.