To Trust or Not to Trust? A Model of Internet Trust from the Customer's Point of View

Trust is a major issue in Internet transactions. This paper presents a model of trust on the Internet that focuses on three dimensions of trust. It investigates the perceived value a consumer places on these dimensions when set in the context of different product categories, price discounts and immediacy of purchase. It is argued that the more willing an Internet merchant is to heed these three factors, the greater the perception of trust and hence the greater the probability of a transaction.

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