A framework for e-service customer trust - An integrated researchmodel based on multitheoritical view

As a new paradigm of internet-based transaction, e-service is thriving nowadays. However, it is distinctively different from the traditional e-commerce. Taking customer-centered philosophy as fundamental focus, e-service emphasizes customization and relationship marketing based on services selling, but not tangible goods selling, which makes transaction trust, especially customer trust become more complicated. In this paper, a framework of e-service customer trust is put forward based on multitheoretical view, which will provide theoretical support for the future research.