Web Trust Principles And Mechanisms Guiding Sustainable Implementation For Electronic Business
Trust is one of the mainstay of business, whether traditionally or electronically transacted. But as more and more individuals and businesses participate in electronic business, it would appear that much of what supports trust in the traditional business setting is unavailable online (the Web). It is against the backdrop that this paper explored the nature of trust online, identify major principles underpinning the concept of trust, and the online mechanisms that promote it. Finally, a new hybrid form of trust model is proposed, which integrates first party information, second party opinions, and third party ratings, and thus, addresses all the principles of trust.
Keywords: E-business, Trust, Reputation, Principles, Hybrid, Mechanisms.
The Information Technologist Vol. 5 (2) 2008: pp. 113-120