A conceptual model of trust in the online environment
Abstract
Purpose
The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy.
Design/methodology/approach
This paper explores factors that affect the formation of end‐user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end‐user trust formation.
Findings
The results suggest that the actual outcome of trust‐enhancing methods in online environments should be the development of long‐term trusted customer relationships.
Research limitations/implications
More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation.
Practical implications
Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties.
Originality/value
The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model.
Keywords
Citation
Salo, J. and Karjaluoto, H. (2007), "A conceptual model of trust in the online environment", Online Information Review, Vol. 31 No. 5, pp. 604-621. https://doi.org/10.1108/14684520710832324
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited