Consumer trust in e-commerce

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Trust poses a significant challenge to consumer acceptance of e-commerce, contributing to the slow growth in online transactions. Communicating trustworthiness is crucial for companies. This study examines various methods researchers propose for conveying trustworthiness, organized around a buying transaction process life cycle that includes four phases: information, agreement, handling, and postpurchase. This framework not only categorizes trust-building methods but also highlights the dynamic nature of trust development, introducing a simple measure to assess e-commerce success based on consumer repeat transactions with e-vendors. A web site analysis was conducted to evaluate the practical application of trust-building methods. Findings reveal three key trends: a lack of utilization of second and third degree information on analyzed sites, insufficient trust means during the handling and postpurchase phases, and numerous opportunities for e-vendors to enhance their trust strategies. These trends suggest that e-vendors should adapt their approaches to better align with consumer expectations regarding trust. The study offers valuable insights into consumer trust development in e-commerce, presenting a conceptual framework, an overview of trust antecedents and methods, and practical applications across various business contexts.