Trust Development in E-Commerce and Store Choice: Model and Initial Test

It has often been said that one of the reasons for the weak performance of electronic commerce is that Internet users are afraid of shopping online and this would be a matter of trust. Despite the interest in the investigation of how important trust is for e-commerce, several problems of previous studies have made it difficult to integrate their results. This study tries to overcome some of these problems by incorporating the idea that trust has several facets and it is not a static but rather a dynamic phenomenon.


José Mauro da Costa Hernandez and José Afonso Mazzon (2006) ,"Trust Development in E-Commerce and Store Choice: Model and Initial Test", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 44-45.


José Mauro da Costa Hernandez, Centro Universitário Nove de Julho, Brazil
José Afonso Mazzon, Universidade de São Paulo, Brazil


LA - Latin American Advances in Consumer Research Volume 1 | 2006

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