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Building Trust In Online Customers, George M. Coles, William J. Smart

George M Coles

Although significant progress has been made towards securing the Internet environment, many consumers remain reluctant to participate in making on-line purchases. Cyber- crime continues to have a negative influence upon the uptake and acceptance of E-Commerce by consumers. As a result commercial website operators are faced with the problem of overcoming user distrust in their systems. The main argument put forward in this study is that a consumer’s trust depends more upon traditional marketing strategies than it does upon their beliefs in the security of on-line systems. In many cases these issues have been overlooked by web developers and vendors …