This paper presents the literature review of studies published in 2004-2014 (Web 2.0 period) in the area of consumer online trust. Based on the content analysis of 138 papers, this study highlights 3 major research: themes:
- trust models
- social factors impacting online trust.
It also explores topics in each major theme found in direct studies of online consumer trust. Since this literature review uses the concept-centric approach, it points out not only the major trends in research but also 3 understudied areas: green trust, trust recovery, and the role of ethics in developing online trust.
This is an output from the ‘Delivering Inclusive Financial Development and Growth’ project
Bauman, Antonina, & Bachmann, Reinhard. (2017). Online Consumer Trust: Trends in Research. Journal of technology management & innovation, 12(2), 68-79.
Online Consumer Trust: Trends in Research