Online retailers want customers to trust their websites and want to alleviate any concerns potential customers may have about privacy and security. In a study investigating the factors that affect e-trust, participants were randomly assigned to carry out online transactions on fictitious retailers’ websites. The sites were configured in one of three ways: (1) with a third-party assurance seal (e.g., BBBOnLine) displayed; (2) a self-proclaimed assurance displayed; or (3) no assurance. In addition, participants made a transaction involving one of three products (book, camera, or insurance). These products represent varying degrees of risk. After completing the transaction, they rated how “trustworthy” the website was on a scale of 1 (not at all) to 10 (extremely trustworthy).
a) Is this an experiment or an observational study? Explain.
b) What is the response variable?
c) How many factors are involved?
d) How many treatments are involved?
e) State the hypotheses (in words, not symbols).