How Consumers Build Trust in E-Commerce: Towards a Trust Formation Model
Although consumer trust in e-commerce has aroused much interest among researchers in the fields of consumer behaviour and information systems, little research has been devoted to investigating the methods consumers use to build trust in e-commerce. This article partially fills the gap in the current literature by presenting different methods that consumers use in order to form trust in ecommerce. The article concludes by introducing a framework for consumer’s trust formation process in e-commerce.
Kyösti Pennanen (2006) ,"How Consumers Build Trust in E-Commerce: Towards a Trust Formation Model", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 38-43.
Kyösti Pennanen, University of Vaasa/Epanet, Finland
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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