The Role of Trust on the Internet

The specialty of this work is the creation of a generic Online Trust Creation Model (OTC Model), which is not only applicable in the domain of eTourism but all industries represented online. In addition, the author provides some useful insights in form of a first theoretical approach of an eTATS (eTravel Agent Trust Seal) program which is of major interest to the travel domain project of the WTTC (World Travel and Tourism Council). The pratical focus on eTourism and the utilization of innovative research methodologies from the Harvard Business School make this work an important reading to all managing practitioners in the field of eCommerce.

Dr. Sabine Schaffer lives in Dubai working as an associate at McKinsey & Company.