Online Trust: The Influence of Perceived Company’s Reputation on Consumers’ Trust and the Effects of Trust on Intention for Online Transactions

Abstract

Trust is a basic ingredient in the creation, the evolvement and the conservation of a long-term relationship between suppliers and buyers. It is also a key differentiator in defining the success or failure of many e-business companies, in order to endorse the importance of online trust. In this paper we present a study on online trust in the B2C context. More specifically, we focus on the issues of perceived company’s reputation, online trust and intention for online transactions. The aim of this study is to examine if there is a positive relationship between perceived company’s reputation and on- line trust, and between online trust and consumer’s intention for online transactions.