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Journal of Business Ethics

, Volume 156, Issue 1, pp 21–24 | Cite as

Trust and the Online Market Maker: A Comment on Etzioni’s Cyber Trust

  • Kirsten MartinEmail author
Commentary

Etzioni’s article—Cyber Trust—highlights the importance of trust for advancing economic transactions, including those online between market strangers. In this comment, I highlight the importance of acknowledging the role of such market makers in fostering trust between strangers and the importance for developers as the designers of trust fostering (or destroying) systems.

Previous online trust scholarship centers on how users trust Web sites through seals, notices, and design. The firms within the scope of Etzioni’s article foster trust in exchange-like situations, where the firm performs a matching function betweenmarket actors. Such online firms are market makers who bring together two actors: customers and sellers (eBay, Amazon, AirBnB, Uber), content and reader (Yelp, Google), or both (Facebook, Travelocity). We regularly examine how firms best display their trustworthiness to customers, users, employers, and other stakeholders. The trust relationship under consideration here is...

Notes

Compliance with Ethical Standards

Conflict of interest

Kirsten Martin declares that she has no conflict of interest.

Ethical Approval

This article does not contain any studies with human participants or animals performed by any of the authors.

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Copyright information

© Springer Science+Business Media B.V., part of Springer Nature 2018

Authors and Affiliations

  1. 1.School of BusinessGeorge Washington UniversityWashingtonUSA

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