As a new paradigm of internet-based transaction, e-service is thriving nowadays. However, it is distinctively different from the traditional e-commerce. Taking customer-centered philosophy as fundamental focus, e-service emphasizes customization and relationship marketing based on services selling, but not tangible goods selling, which makes transaction trust, especially customer trust become more complicated. In this paper, a framework of e-service customer trust is put forward based on multitheoretical view, which will provide theoretical support for the future research.
Wang, Ruobin; Yan, Zhijun; and Liu, Kecheng, "A Framework for E-Service Custorm Trust -An Integrated Research Model Based on multitheoritical View" (2010). ICEB 2010 Proceedings. 37.