Resumen
This research investigates mechanisms that impact trust at online auctions. A qualitative study is discussed within this paper to identify mechanisms that impact trust at online auctions. The mechanisms identified are discussed within normative and grounded theoretical approaches to trust.A result of this discussion I seek to answer the question: what factors do people perceive as important to increase online trust prior to an online transaction? This discussion will help professionals understand the factors that emerge from normative and grounded theoretical approaches to online trust research. A better understanding of online trust adds to the body of theory and can be used to improve the design of online auctions.