The success of the Web is based largely on its open, decentralized nature; at the same time, that allows for a wide range of perspectives and intentions. Trust is required to foster successful interactions and to filter the abundance of information. Trust on the World Wide Web is a comprehensive survey of trust on the Web in all its contexts. Three main targets of trust are identified: trust in content, like webpages; datal trust in services, like peer-to-peer systems; and trust in people, originating in web-based social networks. It also reviews applications that rely on trust and address how they utilize trust to improve functionality and interface. It is an ideal reference for anyone with an interest in trust within the context of the Web. It examines how the Web breeds interaction between a variety of entities - people, services, and content. It asserts that trust is a critical component for these interactions, and as the science of the web progresses, so too must the understanding of trust in a Web environment.