Situating trust challenges of online trade


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Publication Details

Author list: Engvall, Tove

Publication year: 2019

Start page: 272

End page: 286

Number of pages: 15

ISSN: 0956-5698

DOI: http://dx.doi.org/10.1108/RMJ-07-2018-0019

View additional information: View in Web of Science


Purpose: This paper aims to offer an improved understanding of trust challenges in online trade, providing examples of issues that should be addressed for a trustworthy online environment. It also aims to illustrate how records and recordkeeping can contribute in terms of enabling trust and accountability. Design/methodology/approach: The paper is based on results from a self-ethnographic study of online trade (Engvall, 2017); the results are analyzed further. Kelton, Fleischmann and Wallace’s (2008) model for trust is used to gain a better understanding of the characteristics of the challenges and where they should be addressed. Findings: This paper recognizes that there are different types of trust challenges at different levels – individual, between clients and businesses and at a societal level – that should be addressed at these levels in different ways. Originality/value: This paper provides an understanding of trust challenges in the online environment.


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