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Trust and relationship building in electronic commerce

Panagiota Papadopoulou (Panagiota Papadopoulou is a Doctoral Candidate in the Department of Informatics and Telecommunications at the National and Kapodistrian University of Athens, Panepistimioupolis, Athens, Greece.)
Andreas Andreou (Andreas Andreou is a Research Associate in the Department of Informatics and Telecommunications at the National and Kapodistrian University of Athens, Panepistimioupolis, Athens, Greece.)
Panagiotis Kanellis (Panagiotis Kanellis is a Research Fellow in the Department of Informatics and Telecommunications at the National and Kapodistrian University of Athens, Panepistimioupolis, Athens, Greece.)
Drakoulis Martakos (Drakoulis Martakos is an Assistant Professor, all in the Department of Informatics and Telecommunications at the National and Kapodistrian University of Athens, Panepistimioupolis, Athens, Greece.)

Internet Research

ISSN: 1066-2243

Article publication date: 1 October 2001

8651

Abstract

In e‐commerce, trust becomes an essential prerequisite for customer relationship building. Drawn from established theoretical work on trust and relationship marketing, a model is proposed aiming to help in highlighting the differences between traditional and e‐commerce and to facilitate thinking as to how trust can be built in virtual environments. Conceptualized in the context of an electronic servicescape, the model helps to demonstrate how agent and virtual reality technologies can facilitate the expressiveness required for the formation of trust through iterative interaction with promises being made, enabled and fulfilled.

Keywords

Citation

Papadopoulou, P., Andreou, A., Kanellis, P. and Martakos, D. (2001), "Trust and relationship building in electronic commerce", Internet Research, Vol. 11 No. 4, pp. 322-332. https://doi.org/10.1108/10662240110402777

Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

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