Building Consumer Trust for Internet E-Commerce

Abstract

The growth of the Internet is increasing the deployment of e-commerce B2C services within such areas as e-retailing, e-learning, and e-health. However, a major impediment to the growth of e-commerce on the Internet is the lack of consumer trust in the provider of the e-service (Van Slyke, Belanger, Comunale, 2004). This chapter presents a literature survey of recent contributions to building trust in e-commerce, followed by a description of seven ways for the B2C Internet service provider to build trust in the use of its services among consumers.