Online Trust and Financial Performance: a Case of Bookstores

Abstract

With the rapid growth of electronic commerce, developing online consumer trust is crucial for success of online transactions. Companies that design websites that online shoppers perceive to be trustworthy show stable growth in their financial performance. This study offers a review of online bookstores’ trustworthiness as evaluated by study respondents and tracks performance of two companies. Our analysis of the financial performance links online trust and companies’ profitability.