One major obstacle to the widespread diffusion of e-commerce is consumer distrust. In the highly uncertain virtual environment, people have a more prevalent tendency to distrust than to trust, so as to avoid potentially negative consequences. Although mechanisms to promote trust have been extensively researched, it is not clear whether these recommended trust-building mechanisms would be equally effective in reducing distrust.
The full text of this article is premium content
No entries found
Log in to Read the Full Article
Please select one of the options below for access to premium content and features.
Create a Web Account
If you are already an ACM member, Communications subscriber, or Digital Library subscriber, please set up a web account to access premium content on this site.
Join the ACM
Become a member to take full advantage of ACM's outstanding computing information resources, networking opportunities, and other benefits.
Subscribe to Communications of the ACM Magazine
Get full access to 50+ years of CACM content and receive the print version of the magazine monthly.
Purchase the Article
Non-members can purchase this article or a copy of the magazine in which it appears.