Reviews - What do customers think about The Role of Trust on the Internet: The Development of an Online Trust Creation Model for eTravel Agents (International Economics)?
Breaks new ground in the areas of trust and ecommerce Aug 31, 2006
Dr. Schaffer breaks new ground in the areas of trust and ecommerce with her study of e-travel agents. Her models, which are based on the Harvard Business School's Mind of Market research, bring new measurement techniques and applications to one of the hardest emotions to measure on the web - trust. Dr. Schaffer, a McKinsey consultant, whose research background includes degrees from Harvard, the University of Innsbruck and ESC Rouen as well as work with L'Oreal and Daniel Swarovski brings a unique view to how consumers view and relate to the web. Her original research was one of the first applications of ZMET (Zaltman Metaphor Elicitation Technique) to the Internet - and her conclusions on how to generate trust on the Internet will be surprising to many.