Building consumer trust online

Hoffman, Donna L.; Novak, Thomas P.; Peralta, Marcos

doi:10.1145/299157.299175

Cited by 2,132Privacy, Security, and Data ProtectionTechnology Adoption and User BehaviourInformation and Cyber Security

Building consumer trust online

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Hoffman, Donna L., Novak, Thomas P., Peralta, Marcos·1999·Communications of the ACM

DOI 10.1145/299157.299175

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Abstract

The reason more people have yet to shop online or even provide information to Web providers in exchange for access to information, is the fundamental lack of faith between most businesses and consumers on the Web today. In essence, consumers simply do not trust most Web providers enough to engage in "relationship exchanges" involving money and personal information with them. Research reveals that this lack of trust arises from the fact that cyberconsumers feel they lack control over the access that Web merchants have to their personal information during the online navigation process. These concerns over privacy span dimensions of environmental control and secondary use of information control. Recognizing consumers' rights to data ownership on the Internet is an important first step in this rebalancing process. At a minimum, it means market-driven industry acceptance and enforcement of opt-out policies regarding information exchange. Eventually, the industry should accede to consumer demand and move toward opt-in, informed-consent policies in computer-mediated environments.

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Trust has been identified as a critical determinant of consumer purchase intentions in e-commerce.
“trust has been identi fi ed as a critical determinant of consumer purchase intentions in e-commerce”
From Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth (2015) · cites this paper as Hoffman et al., 1999
Previous B2C e-commerce research has highlighted the importance of trust between businesses and consumers.
“Previous business-to-consumer (B2C) e-commerce research has highlighted the importance of trust between businesses and consumers [2][3][4].”
From The value of seller trustworthiness in C2C online markets (2002) · cites this paper as [3]

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[1]1. Achs, N. 1998 Online Shopping Report: Strategies for Driving Consumer Transactions . Jupiter Communications, Digital Commerce Group, New York, 1997 (www.jup.com).

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Authors: Hoffman, D. L., Novak, T. P., & Peralta, M.
Affiliations: Vanderbilt University (US)
ORCID: Hoffman, Donna L.
Venue: Communications of the ACM
Publisher: Association for Computing Machinery (ACM)
Published: 1999-04
Volume: 42
Issue: 4
Pages: 80-85
ISSN: 0001-0782 (ISSN-L)
1557-7317
DOI: 10.1145/299157.299175
OpenAlex: W2065189722
Cited by: 2,132
References: 6
Citations by year: 2026: 30 · 2025: 21 · 2024: 33 · 2023: 47 · 2022: 71 · 2021: 77 · 2020: 80 · 2019: 74 · 2018: 69 · 2017: 54 · 2016: 93 · 2015: 111 · 2014: 99 · 2013: 98 · 2012: 120
FWCI: 169.07
Type: journal article
Language: en
Open access: bronze
doi.org
Licence: www.acm.org/publications/policies/copyright_policy#Background (vor)
Locations: Communications of the ACM (publishedVersion)
UCLA - Biblioteca de Ciencias y Tecnologia Felix Morales Bueno (submittedVersion)
Topics: Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Physical Sciences › Computer Science › Information Systems › Information and Cyber Security
Keywords: online consumer trust, privacy, personal data control, data ownership, opt-in consent, informed consent, online shopping

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