The Online Consumer Trust Construct: A Web Merchant Practitioner Perspective

Abstract

If companies are to enjoy long-term success in the Internet marketplace, they must effectively manage the complex, multidimensional process of building online consumer trust. eMerchants must understand the characteristics of web interfaces, policies, and procedures that promote trust and enact this knowledge in the form of specific trustbuilding mechanisms. Therefore, eMerchants must exercise a variety of trust-building techniques in the design of their online consumer interface as well as the principles upon which they operate. In doing so, eMerchants look to a variety of sources, outside the discussions available in academic literature, which influence and govern their perception of online consumer trust development. The purpose of this paper is to identify these sources and leverage the theoretical framework of previous academic literature by incorporating these practitioner sources into a framework from which future research efforts of online consumer trust can be based.

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