Exploring efforts to engender on‐line trust
International Journal of Entrepreneurial Behavior & Research
ISSN: 1355-2554
Article publication date: 1 June 2003
Abstract
The Internet presents many possibilities by which small firms can better identify and exploit marketing opportunities. A prerequisite to successful on‐line firm‐customer interactions is the existence of a trusting bond between the network players. This research study examines the extent to which key informants perceive on‐line trust‐mark branding as important in this trust generation process. Results from in‐depth interviews with government support agency staff and other key informants are reported. Findings indicate a general perception among respondents that the generation of on‐line trust is not an area of great importance and the use of trust‐mark brands is a longer‐term consideration.
Keywords
Citation
Durkan, P., Durkin, M. and Gillen, J. (2003), "Exploring efforts to engender on‐line trust", International Journal of Entrepreneurial Behavior & Research, Vol. 9 No. 3, pp. 93-110. https://doi.org/10.1108/13552550310476184
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited