From the Sociology of Trust Towards a Sociology of 'E-trust'

Jason Rutter

Research output: Contribution to journalArticlepeer-review


This paper focuses on the importance of trust in business-to-consumer e-commerce.
Divided into three sections the paper first asks the question of why trust is important to the development and implementation of e-commerce and suggests some of the areas where user trust is specifically important. The second offers a view of trust developed using sociological theory and interactionism and looks at how this can inform our understanding of e-commerce users. Finally, the paper suggests a number of nontechnical ways in which successful e-commerce retailers build trust and offer potential for further exploration.
Original languageEnglish
Pages (from-to)385-399
Number of pages15
JournalInternational Journal of New Product Development and Innovation Management
Issue number4
Publication statusPublished - 2001


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