Building Consumer Trust for Internet E-Commerce

Building Consumer Trust for Internet E-Commerce

George Yee
Copyright: © 2007 |Pages: 17
DOI: 10.4018/978-1-59904-207-7.ch009
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The growth of the Internet is increasing the deployment of e-commerce B2C services within such areas as e-retailing, e-learning, and e-health. However, a major impediment to the growth of e-commerce on the Internet is the lack of consumer trust in the provider of the e-service (Van Slyke, Belanger, Comunale, 2004). This chapter presents a literature survey of recent contributions to building trust in e-commerce, followed by a description of seven ways for the B2C Internet service provider to build trust in the use of its services among consumers.

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