E-Commerce: A Trust Perspective

نویسنده

  • Patricia Lanford
چکیده

Research has shown trust is key to the success of electronic commerce [8] [11] [41]. However, the question of how trust is obtained and sustained online has yet to be answered. What is it that makes an online store trustworthy to consumers? This paper discusses a new and unique observational study conducted to aid in understanding the role of trust in an online shopping experience. This paper reviews the current literature regarding trust and online shopping and discusses the observational study, its findings and conclusions.

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تاریخ انتشار 2006