Les déterminants de la confiance du consommateur lors d’un achat sur un site marchand : proposition d’un cadre conceptuel préliminaire

Through this paper, we propose a preliminary theoretical framework to understand consumer’s trust determinants within the context of purchasing on Internet. First, we present a synoptical literature overview of trust conceptualisation in the marketing literature. Then, we propose a preliminary conceptual framework mainly drawn from marketing and electronic commerce literature. Three types of trust determinants were identified: site linked variables, web merchant linked variables and individual variables.