Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 1: Consumer Trust in Electronic Commerce: Conceptualization and Classification of Trust Building Measures
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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