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Trust, Loyalty, and ECommerce
Abstract
E-commerce has experienced a meteoric rise from technological curiosity to substantive institution in little more than a decade of meaningful existence. The annual value of its global transactions is measured in the trillions of dollars. However, the unique nature of e-commerce has created a host of challenges for those seeking to ensure its continued vitality. The most significant of these challenges is the maintenance of user trust. To this point, e-commerce has tended to look to traditional methods of regulation to govern its participants and their transactions. However, the unique character of e-commerce and the concerns it generates warrant consideration of non-traditional approaches to regulation as well. This chapter suggests that fiduciary law, with its focus on maintaining the integrity of certain important relationships in contemporary society, could be a useful tool in e-commerce regulation by facilitating the trust and loyalty that is foundational to its success.
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