Trust and New Technologies
Show Less

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

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

Sonja Grabner-Kräuter and Ewald A. Kaluscha


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,...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.