Online Identity And Consumer Trust: Assessing Online Risk
As the Internet continues to evolve into a more social and interactive space, new threats to online consumers emerge. Beyond the now commonplace malware, these threats target the relationship between online services and consumers by attacking the core of their relationship: identity. While consumers are increasingly aware of online dangers, they must be able to trust the idea of an interactive Internet to support the transformations possible through web services. This paper highlights the importance of identity as a principle theme in the next five years of the growth of the Web.