Trust still remains an integral part of any successful online marketplace. The challenge of this particular research paper revolves around studying the behaviors surrounding consumer trust and the relationship between their decision making and trust behavior in regards to the online environment. It studies the mental and affective aspects of trust development and its sustenance focusing on how consumers make decisions due to the design of the platform, the presence of other people, and their prior encounters. This research aims at developing an integrated approach to explain the constituent elements of trust evaluation in online marketplaces that can contribute not only does the body of knowledge, but also marketers and merchants in custom designing their market places which certainly will facilitate achieving better business results and objectives.
Ackermann et al. (Fri,) studied this question.
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