From the Sociology of Trust Towards a Sociology of ‘E-trust’

Published as:  Rutter, J., 2001. “From the Sociology of Trust Towards a Sociology of ‘E-trust’”, International Journal of New Product Development & Innovation Management, 2(4), pp.371-385.

Abstract

This paper focuses on the importance of trust in business-to-consumer e-commerce.  Divided into three sections the paper first asks the question of why trust is important to the development and implementation of e-commerce and suggests some of the areas where user trust is specifically important. The second offers a view of trust developed using sociological theory and interactionism and looks at how this can inform our understanding of e-commerce users. Finally, the paper suggests a number of non-technical ways in which successful e-commerce retailers build trust and offer potential for further exploration.

Keywords

Trust, interaction, business-to-consumer e-commerce

From the Sociology of Trust Towards a Sociology of ‘E-trust’

Rutter, J., 2001. “From the Sociology of Trust Towards a Sociology of ‘E-trust’”, International Journal of New Product Development & Innovation Management, 2(4), pp.371-385.

 

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