Abstract
Online trust is a crucial factor in business-to-consioner (B2C) electronic commerce (e-commerce) growth. Customers are realizing the importance and benefits of shopping online like convenience, comparison, product research, larger selection. and lower prices. The importance of online trust has also been noticed as customers are more acquainted with Internet and its use, making it critical for online vendors to earn and maintain the trust of current or potential customers. However. online trust could be influenced by many factors like security. privacy. lack of live human interactions, and doing business with unknown parties. Lack of online trust is one of the major reasons for consumers not shopping front online vendors. Much empirical research has analyzed the role of trust in context of e-commerce focusing on different dimension of this construct. What is online trust? What are the antecedents of online trust front social, personal and technical perspectives? What cause trust or distrust in B2C e-commerce and finally provide recommendations to managers and companies on how to engender customer trust in B2C e-commerce. The objective of this qualitative study is to address these questions.