Trust in the context of Business-to-Consumer (B2C) electronic commerce (EC) is complex and a multidimensional construct. It is affected by many internal and external factors. These factors might change overtime. Therefore trust value becomes dynamic and creates a big challenge. Although, many researchers studied the effect of different factors on consumers’ trust, the trust literature lacks clear differentiation among the factors contributing to trust and fails to capture its multidimensional nature. Thus, this research presents a holistic approach that study trust empirically in the context of B2C EC and attempts to determine the major factors that affect consumers’ trust. The research provides a valuable feedback for e-commerce web site designers and for e-vendors as well.
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