The full text of this article:

The management of risk and initiation of trust in online purchasing: UK online wine market
by Sarah Quinton, Sally Harridge-March
International Journal of Information Technology and Management (IJITM), Vol. 5, No. 4, 2006
Abstract: Instilling a level of trust is essential to successful internet marketing. If online providers manage potential customers' perception of risk, then the initiation of an online purchasing relationship can commence. This paper reviews the literature surrounding trust and risk from an online perspective and describes early findings concerning the elements of trust based on recent primary research. An illustrative framework is developed which shows the links between the elements of trust and the parameters of risk for online wine purchasing. Finally, the paper offers suggestions for practitioners on the management of risk to encourage the initiation of trust in online wine purchasing.

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