Trust is a key element in developing customer-firm relationships in virtual marketplace. The peculiarities of the online settings, however, threaten firms' capability to exploit opportunities derived from such environments. This can lead to customers mostly using the online setting as an information source rather than as a place to conduct transactions. Trust is a key antecedent of online transactions. In this chapter, the authors focus on trust's role in the virtual marketplace by reviewing a series of relevant studies and proposing directions for future research.

Trust in online customer-firm interaction: a literature review and directions for research

CASTALDO, SANDRO;GROSSO, MONICA;HOFACKER, CHARLES;PREMAZZI, KATIA
2010

Abstract

Trust is a key element in developing customer-firm relationships in virtual marketplace. The peculiarities of the online settings, however, threaten firms' capability to exploit opportunities derived from such environments. This can lead to customers mostly using the online setting as an information source rather than as a place to conduct transactions. Trust is a key antecedent of online transactions. In this chapter, the authors focus on trust's role in the virtual marketplace by reviewing a series of relevant studies and proposing directions for future research.
2010
9781615209019
9781615209026
D. Latusek, A. Gerbasi
Trust & Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives
Castaldo, Sandro; Grosso, Monica; Hofacker, Charles; Premazzi, Katia
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3715656
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