INVESTIGATING TRUST IN E-COMMERCE: A LITERATURE REVIEW AND A MODEL FOR ITS FORMATION IN CUSTOMER RELATIONSHIPS

As a key issue for the successful proliferation of e-commerce, trust is fast becoming the focus of many IS research initiatives. This paper presents a review and categorization of the trust literature in e-commerce aiming to provide the state of the art as far as research is concerned. Five categories of trust in e-commerce are identified and analyzed into three major dimensions, namely determinants, approaches and consequences. Our analysis indicates a lack of research regarding processes for the development of trust and relationship building. The paper seeks to fill this gap by proposing a theoretical model for the formation of trust in customer-business relationships.

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