Situating trust challenges of online trade

Abstract

Purpose This paper aims to offer an improved understanding of trust challenges in online trade, providing examples of issues that should be addressed for a trustworthy online environment. It also aims to illustrate how records and recordkeeping can contribute in terms of enabling trust and accountability. Design/methodology/approach The paper is based on results from a self-ethnographic study of online trade (Engvall, 2017); the results are analyzed further. Kelton, Fleischmann and Wallace’s (2008) model for trust is used to gain a better understanding of the characteristics of the challenges and where they should be addressed. Findings This paper recognizes that there are different types of trust challenges at different levels – individual, between clients and businesses and at a societal level – that should be addressed at these levels in different ways. Originality/value This paper provides an understanding of trust challenges in the online environment.