Trust and New Technologies
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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.
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Chapter 7: Consumers’ Views on Trust, Risk, Privacy and Security in e-Commerce: A Qualitative Analysis

Kyösti Pennanen, Minna-Kristiina Paakki and Taina Kaapu


Kyösti Pennanen, Minna-Kristiina Paakki and Taina Kaapu INTRODUCTION E-commerce has gained popularity among consumers since the 1990s. The domain area is studied in many alternative ways and by multiple disciplines. One of the concepts emphasized in the literature is consumer etrust (consumer trust in e-commerce). The lack of consumer e-trust is seen to be one of the main reasons inhibiting e-commerce adoption as a part of consumers’ everyday life (see for example Jarvenpaa and Tractinsky, 1999; Lee and Turban, 2001; McKnight et al., 2002; Merrilees and Frye, 2003). Alongside e-trust, several other concepts have emerged in the literature. For example, the concept of perceived risk is associated with trust and some attempts to understand the relationship between the two concepts have been conducted (for example Mayer et al., 1995; Gefen et al., 2003b). Furthermore, the concepts of privacy and security are seen to have a link with the concept of e-trust. For example, Cheung and Lee (2006) stress that Internet merchants should emphasize perceived privacy and security control in order to reassure consumers about their trustworthiness. However, problems exist with the current research. Firstly, some technologically driven concepts related to e-trust, such as privacy and security, are strongly emphasized in the literature. Indeed, privacy and security are important for consumers, but one could raise the question as to why literature emphasizes these concepts so strongly? Are they considered to be so important in explaining e-trust-related phenomena that their considerable position in e-trust research is justified? If so, we...

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