Although trust plays an important role in business-to-consumer e-business, little research has been done on the trust building in an online environment. This paper presents online review systems as a tool for building trust in online shopping. The discussion in this paper will help online retailers construct effective online review systems in their Internet malls. First, I review the trust literature and show the role of trust and online review systems in online shopping. Then critical success factors of the systems are discussed. Based on the factors revealed, Online review systems of three Korean online shopping malls are surveyed. Though the online retailers are trying to use online review systems to build trust, there are some quality issues that have to be elaborated.
