Understanding Perceived Trust to Reduce Regret

Trust is fundamental for promoting the use of online services, such as e‐commerce or e‐health. Understanding how users perceive trust online is a precondition to create trustworthy marketplaces. In this article, we present a domain‐independent general trust perception model that helps us to understand how users make online trust decisions and how we can help them in making the right decisions, which minimize future regret. We also present the...