Abstract
PurposeThis paper aims to provide a theoretical overview of the factors influencing user trust in online games. It offers a set of guidelines that help online game marketers to better understand how users form their trust in online games, and fully reap the benefits of this new medium.Design/methodology/approachThis paper reviews literature from the perspectives of considering an online game player as both a consumer of web‐based entertainment and a computer user. It explores factors related to the web environment as well as those of the games themselves. In particular, it examines a user's perceptions about the company, the online gaming site, and an individual game.FindingsA number of factors influencing user trust in online games are largely within the control of the company sponsoring the sites or marketing the games. Based on the analysis of these factors, this paper provides a set of guidelines that would help marketers win user trust in their online gaming products or services.Practical implicationsFirms promoting online games can take guidance in how to build user trust through paying attention to building brand recognition, enhancing usability and appeal, as well as providing security assurance both at the web sites and within the individual games.Originality/valueThis paper is based on current research in consumer trust, both offline and online, and represents an original attempt at analyzing theoretically the factors influencing user trust in online games. It provides a framework for empirical testing of the propositions outlined in the paper.
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