This article reviews literatures on legitimacy, trust, and e-commerce and integrates them to propose a model of strategies designed to enhance the perceived legitimacy and trustworthiness of ventures.
Murphy, Gregory and Smart, Dennis
"New and Small E-Commerce Ventures: The Importance of Legitimacy and Trust,"
New England Journal of Entrepreneurship:
1, Article 5.
Available at: http://digitalcommons.sacredheart.edu/neje/vol3/iss1/5