Online Trust in E-tailing: A Conceptual Framework, Implications, and Future Directions
نویسندگان
چکیده
Online trust is important in both business-to-business and business-to-consumer e-business. This paper focuses on the impact of trust in online retailing (e-tailing). Based on a review of selected studies, we articulate a conceptual framework of trust in e-tailing including its antecedents, and consequences, and propose some promising future research avenues in online trust. This paper will help e-tailers better understand the online trust, thereby enabling them to build more trustworthy Web sites. Keyword E-tailing, Marketing, Review, Trust*
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