Abstract
Online consumer trust (online trust) is consumer's trusting in the website and its operators in e-commerce. Based on previous literature on online trust, this paper reviewed the category of the online trust and its antecedents. From the previous studies, online trust is classified into initial trust and ongoing trust. Online consumers experience a trust development process from being short of trust to the initial trust and to the high level trust, that is, ongoing trust. The trust development process includes exploratory stage and commitment stage. And the two stages develop initial trust and ongoing trust respectively. Online trust's antecedents have five types: the knowledge-based trust, the cognition-based trust, the calculative-based trust, the institution-based trust and the personality-based trust; they have different effects on initial trust and ongoing trust. Through review of studies on online trust, this paper expects to offer theory basis on trust to website operators.
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