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Purpose - The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy. Design/methodology/approach - This paper explores factors that affect the formation of end-user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end-user trust formation. Findings - The results suggest that the actual outcome of trust-enhancing methods in online environments should be the development of long-term trusted customer relationships. Research limitations/implications - More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation. Practical implications - Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties. Originality/value - The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model. [ABSTRACT FROM AUTHOR]