Abstract
Online retailing has always had trust issues because of the absence of face-to-face contact and other contextual factors that usually enhance confidence in an exchange. Over the years, institutional credibility solutions such as external certifications, user reviews, and brand building activities have helped to build trust in virtual environments, resulting in the recent rapid growth of e-tailing. With the advent of Web 2.0, and especially social networking sites, firms are looking at new avenues to connect with consumers. This paper compares trust levels and more specific aspects of trust across various items related to institutional credibility and community. The data suggest that users perceive differences in websites and that these perceptions influence their trust in those sites.
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