Exploring the dynamics of building, and losing, consumer trust in B2C eBusiness

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to explore the dynamic nature in building and losing trust in business to consumer (B2C) eBusiness in an effort to better understand the casual nature of trust. Design/methodology/approach -The paper uses system dynamics as a lens to interpret and understand the dynamic nature of building and losing trust in B2C eBusiness and reflect the structure of the trust building systems. Findings -This paper provides a four element model and then suggests the cycle of management actions the company must consider if potential customers progressing to purchases is unsatisfactory. Research limitations/implications -This paper provides a new insight into the dynamic nature trust in a B2C eBusiness. However, the intention of this paper is not to present yet another model, but to suggest how to move from the information and knowledge those models provide into a better understanding of the problem of trust in B2C. Future work will involve the validating of this model in practical situations, the main validation metric being the extent to which managers believe that working with it improves their understanding of the dynamics of building and maintaining trust. Originality/value -This paper will provide a new insight into the development of B2C eBusiness for practitioners when considering possible strategy formulations for developing and understanding consumer trust in B2C eBusiness.

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