All Is Right with the World: Schema Congruity and Trust Beliefs in B2C Electronic Commerce

Business-to-Consumer e-commerce vendors view consumer trust as an important determinant of purchasing intent. Based on the cognitive dissonance and schema-congruity theories, this paper examines the impact of schema-congruity between the website design elements of color and typography with the product context in impacting trust. Websites perceived as compatible with subconsciously internalized belief systems and hence deemed schema-congruent by consumers are expected to engender higher levels of trust. A controlled experimental study involving 128 participants spanning eight different schema-congruency conditions was conducted. Results indicated that completely schema-congruent websites engendered higher levels of trust. Partially schema-congruent and schema-incongruent websites registered significantly lower levels of trust due to cognitive dissonance arising out of their incompatibility with consumer belief systems. The judicious selection of color and typography perceived as schema-congruent with the product context can serve to enhance consumer trust in e-commerce websites.