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Building Consumer Trust for Internet E-Commerce

Building Consumer Trust for Internet E-Commerce
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Author(s): George Yee (National Research Council Canada, Canada)
Copyright: 2009
Pages: 15
Source title: Selected Readings on Electronic Commerce Technologies: Contemporary Applications
Source Author(s)/Editor(s): Wen-Chen Hu (University of North Dakota, USA)
DOI: 10.4018/978-1-60566-096-7.ch006

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Abstract

The growth of the Internet is increasing the deployment of e-commerce B2C services within such areas as e-retailing, e-learning, and e-health. However, a major impediment to the growth of e-commerce on the Internet is the lack of consumer trust in the provider of the e-service (Van Slyke, Belanger, Comunale, 2004). This chapter presents a literature survey of recent contributions to building trust in e-commerce, followed by a description of seven ways for the B2C Internet service provider to build trust in the use of its services among consumers.

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