Miriam Meckel on Drivers of Online Trust

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User trust has been identified as a key success factor of online business: A user’s willingness to provide personal data is a prerequisite for online transactions. But the qualities that communicate trustworthiness to a user are varied and difficult to parse.

Miriam Meckel — Professor for Corporate Communication at the University of St. Gallen, Switzerland, and the Managing Director of the Institute for Media and Communication Management — discusses the results of a recent study of users of online services, and identifies the nine core drivers of online trust.

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