Developing Trust for Electronic Commerce

Abstract

While much attention is currently being devoted to solving technological challenges of the Internet, for example increasing the bandwidth on existing narrowband network platforms to overcome bottlenecks, little attention appears to be given to the nontechnical aspects. This has been a mistake in the past as human resistance to, or incompetence during, the introduction of new Information Technology (IT) often caused Information Systems (IS) to fail. By focusing on a broad range of technical and nontechnical elements early in the adoption of Internet technology, we have the opportunity to avoid the mistakes made in the past. The Internet has given rise to electronic commerce (e-commerce) through the use of the World Wide Web (Web). E-commerce, by its nature, offers enormous possibilities but in an uncontrolled environment. Therefore, for e-commerce to be accepted, trust must be established as soon as interaction with a Web site begins. In the virtual environment of the Web trust has become even more important because the parties are not in physical proximity. There are no handshakes or body language to be observed when closing a deal. Furthermore, jurisdiction is unclear. Developments on a global scale are required that provide assurance that e-commerce can be conducted in a ‘trusting’ manner.