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A conceptual model of trust in the online environment

A conceptual model of trust in the online environment Purpose – The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy. Design/methodology/approach – This paper explores factors that affect the formation of end‐user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end‐user trust formation. Findings – The results suggest that the actual outcome of trust‐enhancing methods in online environments should be the development of long‐term trusted customer relationships. Research limitations/implications – More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation. Practical implications – Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties. Originality/value – The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Online Information Review Emerald Publishing

A conceptual model of trust in the online environment

Online Information Review , Volume 31 (5): 18 – Oct 2, 2007

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References (64)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1468-4527
DOI
10.1108/14684520710832324
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy. Design/methodology/approach – This paper explores factors that affect the formation of end‐user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end‐user trust formation. Findings – The results suggest that the actual outcome of trust‐enhancing methods in online environments should be the development of long‐term trusted customer relationships. Research limitations/implications – More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation. Practical implications – Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties. Originality/value – The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model.

Journal

Online Information ReviewEmerald Publishing

Published: Oct 2, 2007

Keywords: Trust; Online operations; User studies; Behaviour; Electronic commerce

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