Trust as a standard for e-commerce infrastructure

Abstract

As consumers settle into the realities of a world where the Internet has changed many aspects of how they live their lives, they are starting to question more and more how much they should trust Web content. Electronic commerce (e-commerce) has grown exponentially over the past few years. The success of web based business depends essentially on their consumers trust. This survey paper outlines essential issues that affect customers trust on Internet or vendors. It also discusses key elements that are used to improve the visitor's sense of trustworthiness on websites. Factors affecting the intention of purchasing online have been investigated for many years. On the other hand, the question of what keeps online customers repurchasing through the Internet has rarely been examined. This survey sheds the light on the means of enhancing customer loyalty to promote online purchasing. © Springer-Verlag Berlin Heidelberg 2011.