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| Author: | Luo, X. |
| Title: | Trust production and privacy concerns on the Internet: a framework based on relationship marketing and social exchange theory |
| Journal: | Industrial Marketing Management
2002 : FEB, VOL. 31:2, p. 111-118 |
| Index terms: | Marketing theory Electronic commerce Internet Social research |
| Freeterms: | Social exchange theory |
| Language: | eng |
| Abstract: | Trust plays a key role in the electronic market that involves high uncertainty and lack of legal protection. Building trust online is proposed as a solution to consumers' privacy concerns. Drawing from relationship marketing and social exchange theory, the study examines se veral key mechanisms that can help increase customers' trust of e-commerce and decrease privacy concerns. These mechanisms include characteristic-based, transaction process-based, and institution-based trust production. |
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