The online consumer trust construct: a web merchant practitioner perspective (original) (raw)

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 ...