An overview of online trust: Concepts, elements, and implications

Abstract

Lack of trust has been repeatedly identified as one of the most formidable barriers to people for engaging in e-commerce, involving transactions in which financial and personal information is submitted to merchants via the Internet. The future of e-commerce is tenuous without a general climate of online trust. Building consumer trust on the Internet presents a challenge for online merchants and is a research topic of increasing interest and importance. This paper provides an overview of the nature and concepts of trust from multi-disciplinary perspectives, and it reviews relevant studies that investigate the elements of online trust. Also, a framework of trust-inducing interface design features articulated from the existing literature is presented. The design features were classified into four dimensions, namely (1) graphic design, (2) structure design, (3) content design, and (4) social-cue design. By applying the design features identified within this framework to e-commerce web site interfaces, online merchants might then anticipate fostering optimal levels of trust in their customers.