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date: 07 December 2019

Abstract and Keywords

This chapter concentrates on how trust has been conceptualized and studied, providing a refined understanding of many trust-related issues that affect commerce but arguably also other online transactions in the digital age, such as in the public services. A discussion of the role of experience, gender, and culture in relation to the generation of online trust beliefs is presented. It is noted that trust development is dependent on time. Trust is ‘necessary for the success of economic transactions’ and is viewed as the relationship facilitator between trading partners. The focus of online trust issues has developed, and the role of recommendation agents and avatars in trust building is described in the same way that the antecedents of trust received attention a number of years ago. It is hoped that this chapter has clarified some of the key issues that require consideration when researching trust in an online transaction context.

Keywords: online trust, online transactions, public services, experience, gender, culture, trust building

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