Abstract

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.