Consumer online (dis)trust

A decade later

Authored by: M. Saeid Kermani , Peter R. Darke , Michael K. Brady

The Routledge Handbook of Digital Consumption

Print publication date:  September  2022
Online publication date:  September  2022

Print ISBN: 9781032329598
eBook ISBN: 9781003317524
Adobe ISBN:


 Download Chapter



In the digital age, fostering consumer trust has become a key consideration for marketers, whether it involves online advice, privacy and security guarantees, performance quality, or brand strength. However, a number of other factors can also contribute to online distrust, such as: manufactured reviews, native advertising, targeted advertising, and privacy violations. This chapter examines consumer trust and distrust in the digital world, including (1) common factors known to increase online trust, (2) reliable consequences of consumer trust, (3) the prevalence and likely origins of online consumer distrust, and (4) traditional and contemporary consumer theories that are useful in understanding the effects of online trust and distrust. The chapter also identifies central issues and potential areas for future research.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.