Trust and the Online Market Maker: A Comment on Etzioni’s Cyber Trust
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...
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Conflict of interest
Kirsten Martin declares that she has no conflict of interest.
This article does not contain any studies with human participants or animals performed by any of the authors.
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