Building, and losing, consumer trust in B2C e-Business

In the development of B2C eBusiness trust is an emerging key issue. Indeed, this has prompted the re-examination of our current understanding of trust. The development of trust models have been mainly developed from the traditional research basis of trust or from the multi-disciplinary perspective. Moreover, these have been descriptive and static in nature but the building and losing of trust is a dynamic process. In this paper we present a new perspective into the dynamic process of building and losing trust by presenting a four element model to pictorially demonstrate the particular factors that driving the process.