Millennials, social networking, and trust

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Trust in exchanges is an important concept in business and has become of topic of some interest in e-commerce. Substantial work has been done on how institutional mechanisms, technology, word-ofmouth, and numerous other variables affect trust in a website and potential customers' willingness to conduct business there. This study continues that line of research by considering how the millennial generation perceives the trustworthiness of three types of online sites: a retailer, an auction site, and a social networking site. Little work has been done on whether social network sites have more or less trust than other types of websites and what aspects of trust are affected. Given the broad trend toward utilizing these social network sites for commercial purposes, it makes sense to assess how targeted users view and interact with them. This study presents preliminary data on all of these issues, suggesting that there do appear to be differences between social network sites and more traditional online vendors. © 2010, IGI Global.

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Trust and Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives

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