For 25 years we have watched and nurtured the growth of B2C eCommerce with first time consumers, however consumer surveys are indicating that we are losing ground with previous customers who are vowing not to return. Consumers state that they perceive a lack of confidence and trust that the vendor will provide a safe and secure environment. In the early stages of development much research into trust was undertaken with many models developed to encourage consumers to be adopters of online commerce. Maintenance of trust now appears to be diminishing and it is time to consider the original motivations. This paper assembles much of the previous research in the areas of technology acceptance, personal needs and discipline specific understandings of trust and how they relate to eCommerce in an attempt to get back to basics in trust relationships and understanding of human needs.
Farrell, Vivienne and Farrell, Graham, "Losing Clients in B2C eCommerce: Have we forgotten the importance of Trust?" (2012). BLED 2012 Proceedings. 7.