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Online Reputation Management : Identifying Drivers of Online Trust

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abstract User trust has been identified as a key success factor of online business: A user's willingness to provide some personal information is a prerequisite for online transactions. Studies have shown that such a willingness is based on the perceived trustworthiness of the transaction partner. Antecedents of online trust have been studied extensively from a marketing and information systems perspective. Very little is known about the role of corporate communication in online trust management, though. This paper will present an explorative survey among 21 online businesses active in Germany as well as 43 users. Overall, it identifies 9 core drivers of online trust from a corporate communication- as well as user-perspective, and differentiates the contribution of the corporate communication function to these drivers.
   
type conference paper (English)
   
keywords Online Trust, e-Business, Corporate Communication, Privacy, Security
   
project Sicherheit versus Privatheit – Vertrauensfaktoren im Umgang mit Daten und Konsequenzen für die digitale Identität
name of conference 15th International Conference on Reputation, Brand, Identity & Competitiveness (New Orleans)
date of conference 18-5-2011
page(s) 38
review double-blind review
   
citation Hoffmann, C. P., von Kaenel, A., & Meckel, M. (2011). Online Reputation Management: Identifying Drivers of Online Trust. In , pp.38.