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Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>This paper explores factors that affect the formation of end\u2010user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end\u2010user trust formation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results suggest that the actual outcome of trust\u2010enhancing methods in online environments should be the development of long\u2010term trusted customer relationships.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model.<\/jats:p><\/jats:sec>","DOI":"10.1108\/14684520710832324","type":"journal-article","created":{"date-parts":[[2007,10,13]],"date-time":"2007-10-13T07:06:06Z","timestamp":1192259166000},"page":"604-621","source":"Crossref","is-referenced-by-count":170,"title":["A conceptual model of trust in the online environment"],"prefix":"10.1108","volume":"31","author":[{"given":"Jari","family":"Salo","sequence":"first","affiliation":[]},{"given":"Heikki","family":"Karjaluoto","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022021520272566400_b1","doi-asserted-by":"crossref","unstructured":"Ba, S., Whinston, A.B. and Zhang, H. 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