Enhancing Trust in E-Commerce in Developing IT Environments

Most research in e-commerce and trust have assumed advanced information technology (IT) infrastructural environments, so results from these studies have little impact on Developing IT environments, where internet infrastructure is still at the developmental stage, and the people are used to traditional commercial methods. This situation affects the level of trust and participation of end-users in e-commerce. This paper presents a unique approach for enhancing trust in e-commerce in less-advanced IT environments, with a perspective on feedback mechanisms in e-commerce websites. Survey results support the importance of feedback in promoting and sustaining end-user trust in online market environments.