In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive flexibility and is therefore liberated from prior ideologically‐created restraints. A second view, provided by...

An essential element of successful e‐commerce is building relationships with consumers. All relationships are based upon trust and in the online B2C environment the absence of physical cues increases the reliance upon other elements to convey integrity and engender trust. Isolates and examines...