Online Consumer Trust: Trends in Research

This paper presents the literature review of studies published in 2004-2014 (Web 2.0 period) in the area of consumer online trust. Based on the content analysis of 138 papers, this study highlights three major research themes: (1) trust models, (2) technological, and (3) social factors impacting online trust. It also explores topics in each major theme found in direct studies of online consumer trust. Since this literature review uses the concept-centric approach, it points out not only the major trends in research but also three understudied areas: (1) green trust, (2) trust recovery, and (3) the role of ethics in developing online trust