Exploring efforts to engender on‐line trust

The Internet presents many possibilities by which small firms can better identify and exploit marketing opportunities. A prerequisite to successful on‐line firm‐customer interactions is the existence of a trusting bond between the network players. This research study examines the extent to which key informants perceive on‐line trust‐mark branding as important in this trust generation process. Results from in‐depth interviews with government support agency staff and other key informants are reported. Findings indicate a general perception among respondents that the generation of on‐line trust is not an area of great importance and the use of trust‐mark brands is a longer‐term consideration.