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Anonymity and Trust: The Ethical Challenges of E-Business Transactions
Abstract
E-business offers an opportunity to create markets that transcend the “real-world” limitations on markets. However, E-business transactions carry an added level of distrust that is not present in “real-world” transactions due to the anonymity of the Internet. Attempts to deal with the problem of distrust using economic approaches have limited the markets that E-business is able to create and, consequently, the potential of e-business. Overcoming distrust requires an ethical approach to the problem of trust, which would mean that participants feel they ought to take a risk even when fraud is a possibility. Insisting that people adhere to traditional ethical principles does not address the root of the problem, which is the lack of personal contact that anonymity creates (which in turn undermines our motivation to be moral). A moral sentimentalist approach suggests a way to overcome the motivation problem without sacrificing all the added benefits of e-business.
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