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| Author: | Sultan, F. Mooraj, H. A. |
| Title: | Designing a Trust-Based E-Business Strategy |
| Journal: | Marketing Management
2001 : DEC-NOV, 4, p. 40-45 |
| Index terms: | INTERNET INFORMATION TECHNOLOGY STRATEGY TRUST |
| Language: | eng |
| Abstract: | In recent years, no other technology has affected marketing and business activities as significantly as the Internet. While popular press has focused on the demise of many dot-coms, online B2B activity has continued to grow. The authors state that trust determines the success or failure of many companies. Unless they feel a sense of trust, buyers will not return to a business, and this situation holds true whether the business is offline or online. To enjoy sustained success in e-business, companies need to understand how trust is defined and then incorporate the factors that influence perceptions of trust in their online strategies. |
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