Table of Contents

Trust and New Technologies

Trust and New Technologies

Marketing and Management on the Internet and Mobile Media

Edited by Teemu Kautonen and Heikki Karjaluoto

Trust and New Technologies presents versatile new research that illustrates the different roles that trust plays in the marketing and management of new technologies.

Chapter 1: Consumer Trust in Electronic Commerce: Conceptualization and Classification of Trust Building Measures

Sonja Grabner-Kräuter and Ewald A. Kaluscha

Subjects: business and management, knowledge management, marketing, innovation and technology, knowledge management, technology and ict

Extract

1. Consumer trust in electronic commerce: conceptualization and classification of trust building measures Sonja Grabner-Kräuter and Ewald A. Kaluscha INTRODUCTION Despite continued proliferation of commercial websites, many consumers perceive electronic commerce transactions to be riskier than traditional realworld purchases (Metzger, 2006). Lack of consumers’ trust in online shopping in general and in many online vendors still represents a significant barrier for many Internet users, slowing down the e-commerce industry (Cheung and Lee, 2006; Consumer WebWatch, 2002; Dayal et al., 2001; Gefen and Straub, 2004; Kim et al., 2004; Koufaris and Hampton-Sosa, 2004; Lee and Turban, 2001; McKnight et al., 2002; Pavlou, 2003). Meanwhile a number of researchers have investigated the role of trust in the specific context of business-to-consumer electronic commerce, focusing on different aspects of this multi-dimensional construct. However, the phenomenon of trust and the process of its development in e-commerce transactions and relationships remain elusive in theory and practice and there is still a need for better conceptual trust definitions. Reviewing the trust literature in several academic fields should help to reach conceptual clarification and make it easier to compare and communicate results. A major objective of this chapter is to provide a synopsis of different conceptualizations of trust and to analyse the adequacy of these different perspectives in order to conceptualize and define online trust. Trust in general is an important factor in many social interactions involving uncertainty and dependency. Trust is central to any commercial transaction,...

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