BUILDING, AND LOSING, CONSUMER TRUST IN B2C E-BUSINESS

摘要

In the development of B2C e-Business trust is an emerging key issue. Indeed, this has prompted the reexamination of our current understanding of trust. The development of trust models have been mainly developed from the traditional research basis of trust or from the multi-disciplinary perspective. Moreover, these have been descriptive and static in nature but the building and losing of trust is a dynamic process. In this paper we present a new perspective into the dynamic process of building and losing trust by presenting a four element model to pictorially demonstrate the particular factors that driving the process.