The Role of Trust on the Internet : The Development of an Online Trust Creation Model for ETravel Agents

The specialty of this work is the creation of a generic Online Trust Creation Model (OTC Model), which is not only applicable in the domain of eTourism but all industries represented online.

The practical focus on eTourism and the use of innovative research methodologies from the Harvard Business School make this work an important reading to all managing practitioners in the field of eCommerce. "Sabine Schaffer" is a graduate of the Harvard Business School and works for McKinsey & Company.