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An Overview of Online Trust Derivatives for E-Commerce Adoption
Abstract
This chapter identifies various individual and collective online trust transferring techniques that e-merchants can employ for their business growth. The individual sources include, Web user interface, provision of alternate dispute resolution, and availability of transaction insurance. The collective online trust transferring derivatives include trusted referrals, online reputation and use of privacy and security seals. In the next section an overview of each technique is presented. Followed by the overview, a conceptual model is presented which outlines the impact of each trust transferring source on different dynamics of e-business and each dynamic’s characteristics. The proposed model targets to assist the e-businesses to select a right combination of trust derivatives. Further assisting the e businesses in enhancing their brand value based on the behavior of their potential customer base.
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