...‐seller relationships Consumer risk Information exchange Internet shopping Another, still broader option would be to define assurance services as services that reduce information risk for economic decision makers. Information risk is the risk that decisions are wrong because of defects...

... vendors of all types who seek to engender consumer trust in their web sites. © Emerald Group Publishing Limited 2008 Consumer behaviour Consumer risk Internet shopping Vendors Ireland Trust The importance of the trust construct, its nature, antecedents and consequents, is widely...