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Straight Talking

To tell or not to tell? That's a no-brainer if you want to build credibility with your customers.

This story appears in the October 2002 issue of Entrepreneur. Subscribe »

Many e-tailers have managed to attract and keep customers, despite a recent study's finding that consumer trust in e-commerce Web sites is alarmingly low. The study from Consumer WebWatch-a project of Consumers Union-aimed to better the credibility of online content. But it revealed that less than 30 percent of respondents trust information on sites that sell products and services.

Conducted by independent research group Princeton Survey Research Associates, the study based its results on 1,500 phone interviews with U.S. Internet users aged 18 and older who were asked about their impressions of news, information and e-commerce sites.

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