Cheskin Research and Studio Archetype Deliver eCommerce Trust Study.SAN FRANCISCO--(BUSINESS WIRE)--Jan. 11, 1999-- Cheskin and Sapient sa·pi·ent adj. Having great wisdom and discernment. [Middle English, from Old French, from Latin sapi Subsidiary Release Study On Guidelines For Successful Development Of Online Commerce Sites Studio Archetype archetype (är`kĭtīp') [Gr. arch=first, typos=mold], term whose earlier meaning, "original model," or "prototype," has been enlarged by C. G. Jung and by several contemporary literary critics. , a leading provider of Internet business solutions including strategy, design and technology and Cheskin Research, a leading full service market research firm, today announced a comprehensive study investigating the concept of trust as it relates to e-commerce on the World Wide Web. Studio Archetype, a wholly owned subsidiary Wholly Owned Subsidiary A subsidiary whose parent company owns 100% of its common stock. Notes: In other words, the parent company owns the company outright and there are no minority owners. of Sapient (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :SAPE SAPE Sapient Corp (stock symbol) SAPE Substance Abuse Prevention Education SAPE Survivable Adaptive Planning Experiment SAPE Sexual Assault Prevention and Education ), collaborated with Cheskin to deliver a model of the characteristics associated with improving and creating online consumer trust and purchase behavior. The model of influential characteristics, a ranking of the most trusted Web sites, and the full text of the study are available free of charge at www.studioarchetype.com/cheskin. The study assumes that, as the Internet develops and matures, its success will depend in large part on gaining and maintaining the trust of users. The premise of the study was to define the concept of trust and how it affects a number of factors essential to online transactions, including but not limited to security and privacy. Without trust, development of an e-commerce marketplace cannot reach its potential. With this in mind, Cheskin Research and Studio Archetype initiated a study to identify the factors that produce a sense of trustworthiness. The research and analysis of the study identified six fundamental factors that communicate trustworthiness: -- Brand: the importance of the company's reputation in the choice to do business with them. -- Navigation: the ease of finding what the user seeks. -- Fulfillment: the process the user experiences from the time a purchase process is initiated until the purchase is received to the user's satisfaction. -- Presentation: ways in which the appearance of the site, in and of itself, communicates meaningful information. -- Technology: ways in which the site technically functions. -- Seals of Approval: symbols that represent the companies that specialize in assuring the safety of Web sites. The factors above are the defining elements of the model created by both organizations for the benefit of any company developing e-commerce Web sites. The six factors break down into a total of 28 different "building blocks" in which trustworthiness may be established. One finding of the study was that nine of the 28 building blocks have to do with third-party endorsemen attitudes towards online commerce and through er loyalty to the traditional retail world." "The eCommerce Trust Study was initiated to investigate the connection between trust, the cyberworld and commerce. Beyond the immediate data found in the study, the implications of a model for guiding a company through the decision making process when extending or creating its brand online are substantial," said Davis Masten, principal of Cheskin Research. "We've uncovered what a company can do to create a trusted environment in cyberspace Coined by William Gibson in his 1984 novel "Neuromancer," it is a futuristic computer network that people use by plugging their minds into it! The term now refers to the Internet or to the online or digital world in general. See Internet and virtual reality. Contrast with meatspace. ." The eCommerce Trust Study also found that the presence of credit card symbols do little to communicate trustworthiness, even though consumers universally recognize them. In contrast, Web-based seals of approval such as VeriSign and TRUSTe, when recognized do communicate trustworthiness. The study goes so far as to recommend that smart Web retailers place approval seal brand logos on their sites to best communicate a trustworthy environment. "In the e-commerce world, consumer's don't have the ability to `assess' trustworthiness of the merchant behind the screen," commented Lori Fena, chairman of TRUSTe. "This study demystifies online consumer trust and gives business a model for developing reliable road signs and business practices. I believe this insight will propel a new level of user-centered e-commerce, and uncork the mass-market acceptance of shopping online." In addition, some vertical markets were segmented in the research. Included in the study is a description of the following vertical industries: books, computer store and drug store, greeting cards See e-card. , financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. , music and travel sites among others. About Cheskin Research Cheskin Research is a full service market research firm with over 50 years of experience in the consumer research field. Since its inception, the company has relied on the voice of the consumer to assist in researching products and brands. Using innovative and exploratory research Exploratory research is a type of research conducted because a problem has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. tools, as well as traditional techniques, Cheskin Research is reinventing market research to meet the challenge of an evolving market structure. The Company is recognized for contributing to competitive breakthroughs in new product development, branding, positioning and packaging and serves as a primary research provider for many Fortune 500 clients. More information can be found on the World Wide Web at www.cheskin.com. About Sapient and Studio Archetype Sapient is an innovative provider of integrated management consulting Noun 1. management consulting - a service industry that provides advice to those in charge of running a business service industry - an industry that provides services rather than tangible objects services, Internet commerce solutions and system implementation services. In August of 1998, Sapient acquired Studio Archetype in order to provide complete Internet solutions through the seamless integration An addition of a new application, routine or device that works smoothly with the existing system. It implies that the new feature or program can be installed and used without problems. Contrast with "transparent," which implies that there is no discernible change after installation. of brand and business strategy, user-centered design In broad terms, user-centered design (UCD) is a design philosophy and a process in which the needs, wants, and limitations of the end user of an interface or document are given extensive attention at each stage of the design process. and advanced technologies. Founded in 1988, Studio Archetype crafts brand identities and develops interactive products and services that convey a consistent and compelling brand experience across all media. Including Studio Archetype, Sapient currently has more than 1,300 employees in offices in Cambridge, Mass., the company's headquarters, as well as New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , Chicago, Atlanta, Dallas, Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , Portland (Maine), and London. More information on Studio Archetype and Sapient can be found on the World Wide Web at www.studioarchetype.com and www.sapient.com. Sapient is a registered trademark of Sapient Corporation. |
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