Donna L. Hoffman
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Index Terms
- Building consumer trust online
Recommendations
An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation
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Assessing the influence of consumer perceived value, trust and attitude on purchase intention of online shopping
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An Empirical Analysis of Online Consumer Initial Trust Building Based on ELM
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Reviews
Fjodor J. Ruzic
Despite the impressive growth in online shopping, there are numerous barriers on the consumer side that make online shopping difficult. The authors found several crucial barriers, such as the lack of standards for secure payment, the lack of profitable business models, and consumers' fear of distributing their personal data, which is connected with the lack of control over secondary use of information. These and other obstacles lead to a global lack of faith between business (and Web providers) and consumers. This research reveals that this lack of trust arises from the fact that online consumers feel they do not have control over the access that Web merchants have to their personal information. The authors correlated key consumer perceptions of privacy and found that consumers are not willing to provide personal data to Web merchants. The study also shows that Web consumers want a cooperative relationship with Web merchants built on trust. The authors' overall thinking about this subject is stated in the final remark of this provocative paper, which says that, as with open standards in computing and networking technology, cooperative models of trust-based relationships will promote the healthy development of the electronic marketplace. This paper should be basic reading for everyone dealing with electronic commerce and for students of online marketing and online commerce.
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