A Literature Review of Online Trust in Business to Consumer E-Commerce Transations

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By: Shan-Yan Huang, Ci-Rong Li & Chen-Ju Lin, National Dong Hwa University – put thid in your bibliography (and the others as well)

Huang, Li., et.al (2006) stated that customer trust can reduce perceived social complexity of an on-line transaction by allowing consumers to reduce the perceived possible opportunism of e-Vendor behaviors. This paper’s primary objective was to provide an overview of empirical research on trust in electronic commerce from 2001 to 2006 to allow cumulative analysis of results. Even though this literature review cannot claim to be exhaustive, it provided reasonable insights and showed the incidence of research on this subject. This paper provides a detailed table of research trends and patterns in B2C trust researches. The nature of B2C trust researches can be recognized and categorized by literature review. Those include comprehensive, ongoing trust, overall trust and initial trust. It may be an issue for future research that the trust rebuilding when dissolution phase, and the nature of B2C trust researches should recognize more detailed, besides the oversimplification of the trust nature. Additionally, several theories are used in B2C trust researches, such as social exchange theory (SET), expectation-confirmation theory (ECT), theory of reasoned action (TRA), theory of planned behavior (TPB), technology acceptance model (TAM). Those trust building models are developed under the base on theories in the environment of ecommerce. Researches on trust in e-commerce mostly apply TAM and/or TRA in their search model A literature review of online trust in business to consumer e-commerce transactions, 2001-2006 Volume VIII, No. 2, 2007 68 Issues in Information Systems between 2001 and 2006. Although SET, ECT and TPB didn’t be adopted repeatedly; they are still suit for applying in model which is studying trust in ecommerce because of...
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