Data Interpertation

Introduction

Business research is a systematic and objective process of generating information to assist in making business decisions. According to Davis, Simon, and Utts (2002), "Business research is not a random process, but rather a specific type of inquiry that requires the researcher to follow a method with specified characteristics to ensure the best results possible, given the conditions of the study" (p.9). This paper will focus research done during a study that determined consumer perception of trust and behavioral intent when visiting a web site.

Data Interpretation

Data becomes meaningful only after analysis has provided a set of descriptions, relationships, and differences that are use in decision making (Davis, Simon and Utts, 2002, p. 356). In this study the following areas were analyzed: web site characteristics, consumer characteristics and website trust. (SultanÐ'...Ð'...)

Website Characteristics Include:

1. Navigation. The web site would be considered easy to browse and the layout of the site would facilitate ease of finding information quickly.

2. Advice. Useful recommendations are listed.

3. No errors. Consumer does not "serve is busy" messages or other error messages when accessing the site.

4. Order Fulfillment. Consumers can choose delivery option and receive conformation via email.

5. Community. Chat room and bulletin boards are available.

6. Privacy/Security. Easy to understand policy and how the website uses consumer information is explained.

7. Trust Seals. Trust seals are visible on website.

8. Brand. Quality brands are carried and company quality is evident.

9. Presentation. The site is engaging and artistic.

Consumer Characteristics include:

1. Internet Savvy. Knowledgeable about the Internet.

2. Past Site Experience. Made prior website purchases.

3. Internet Shopping Experience. Have completed transactions online.

4. Entertainment

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