The role of trust in e-business: understanding the customer

  • Authors:
  • Seppo Sirkemaa

  • Affiliations:
  • Pori Unit, Turku School of Economics, University of Turku, Pori, Finland

  • Venue:
  • ICCOMP'10 Proceedings of the 14th WSEAS international conference on Computers: part of the 14th WSEAS CSCC multiconference - Volume II
  • Year:
  • 2010

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Abstract

Customer's decision to buy is in high degree based on the trustworthiness of the company offering products and services. It is widely acknowledged that understanding customer needs is a critical success factor in business. Here we look at the needs of the e-business customer. It is noted that trust is a critical issue in this context.