Trust in Online Customer-Firm Interaction: A Literature Review and Directions for Research

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Author(s): Sandro Castaldo (SDA Bocconi School of Management, Italy), Monica Grosso (SDA Bocconi School of Management, Italy), Charles Hofacker (Florida State University, USA)and Katia Premazzi (SDA Bocconi School of Management, Italy)
Copyright: 2010
Pages: 18
Source title: Trust and Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives
Source Author(s)/Editor(s): Dominika Latusek (Kozminski Business School, Poland)and Alexandra Gerbasi (California State University Northridge, USA)
DOI: 10.4018/978-1-61520-901-9.ch018

Keywords: Information Science Reference / Information Trust / IT Security and Ethics / Security & Forensics

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Abstract

Trust is a key element in developing customer-firm relationships in the virtual marketplace. The peculiarities of the online setting, 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.

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Trust in Online Customer-Firm Interaction: A Literature Review and Directions for Research

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