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| Author: | Morrison, D. Firmstone, J. |
| Title: | THe social function of trust and implications for e-commerce |
| Journal: | International Journal of Advertising
2000 : VOL. 19:5, p. 599-624 |
| Index terms: | TELEPHONE EQUIPMENT INDUSTRY SOCIOLOGY SOCIETY |
| Language: | eng |
| Abstract: | This paper draws on sociological theories of trust to examine the role of trust within modern society. Having conceptualised the main function of trust within modernity as one of reducing complexity and the management of risk, the paper applies this understanding to the role of trust within marketing, particularly in relation to e-commerce. Empirical support is given to the conceptual analysis by the presentation of findings from a longitudinal panel study of people's attitudes towards new technology and the place of new technology in their lives - futura.com. |
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