Trust in E-Commerce: Risk and Trust Building

Trust in E-Commerce: Risk and Trust Building

Loong Wong (University of Canberra, Australia)
DOI: 10.4018/978-1-59904-495-8.ch012
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This chapter examines the importance of trust in business-to-consumer e-commerce. The author explores the issue of trust in the development and implementation of e-commerce and focuses on the context and role of users and consumer in transactions. The author contends that trust is more than a technical consideration and emphasizes the non-technical components such as community, identity and experiences and their relevance to e-commerce.

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