22Individual Trust and the Internet

Lisa van der Werff, Colette Real and Theodore G. Lynn

Introduction

The emergence of Web 2.0 technologies and associated services heralded a second generation of the internet emphasizing collaboration and sharing among users. This resulted in a seismic shift in the relationship between individual consumers and firms but also between individual consumers and the internet as a system. Consumers, not firms, became an emerging locus of value production and through the ability to publish and connect with known and unknown others, an emerging locus of power (Berthon, Pitt, Plangger, & Shapiro, 2012). Powered by broad band telecommunications and device connectivity, the intensity of these changes was further deepened ...

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