Models of trust in business-to-consumer electronic commerce

The issue of trust in Internet-based business-to-consumer electronic commerce has been explored from a number of different perspectives. The current body of research is diverse and fragmented. This paper critically reviews recently published models pertaining to trust in business to consumer e-commerce. For analytical purposes we categorize the literature in three main streams: technological, design and sociological/psychological. Based on our analysis and our own empirical observations we raise four main areas of concern that warrant further research attention: an oversimplification of the trust concept, a uni-directional view of trust, discipline centred approaches to modelling trust and a lack of empirical grounding and testing. In the light of these concerns we recommend avenues for further research.