Credibility and Commitment on the Web: E-Persuasion .
Throughout the past decade, a revolution in technology has lead to a revelation in the minds of thousands of entrepreneurs. With the advent of the internet came the realization that it is a powerful marketing tool; internet commerce creates a world-wide marketplace for consumers. They have a veritable galaxy of information and products available to them with a simple click of a mouse. But with an expanded market comes cut-throat competition between businesses. Companies must demonstrate that they provide the best goods and services, while at the same time they must establish an enormous amount of credibility. .
To establish credibility, many strategies should be employed to achieve maximum results. In the relating process, persuaders must show expertise, trustworthiness, liking, similarity, authority and trust. Once this is established, the audience is more likely to believe the presented facts, agree with your arguments and potentially take action. .
There have been many scandals associated with e-commerce, therefore it is very important to trust a the site from which you buy. Sites that sell high-priced objects such as jewelry should be evaluated with high scrutiny. Besides selling, Mondera Jewelers" primary objective is to establish credibility and expertise. Mondera goes to great lengths to describe their competence and experience. While demonstrating their knowledge, the web site includes guidelines for buying jewelry, important terms and classifications. They also provide a detailed history of gemstones and information on gemological institutes their experts have attended. Additionally, the state several times that they have been in business for 110 years. All of these things establish their knowledge, achievements, good judgement and uniqueness. This also aids in creating propriety; one would expect all of these things from a jeweler.