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Chapter XV: Customer Trust inOnline Commerce
Marios Koufaris
Baruch College, The City University of New York, USA
Abstract
While the number of Web users continues to grow very quickly
worldwide, only a small percentage of them buy products or services online. The main reason for
that is their lack of trust in the online companies and the Web in general as a safe place to make
purchases. This chapter reviews and summarizes current research in the area of online customer
trust. It discusses how customer perceptions about the company, its Web site, and the Web in
general as well as individual customer characteristics affect how they develop trust in the online
companies. In conclusion, a number of guidelines for companies are provided to help them increase
their customers’ trust in them.
