Abstract:Background:
Although many scholars have argued that the key factor for success in e-commerce is the deployment of the trusted and reliable process for the buyer, the meaning of the customer trust in e-commerce and factors affecting it are not still well-known and to be investigated. Understanding how customers build their trust and developing a trust model is beneficial to increase the ability to do so.
Objective:
The aim of this study was to investigate whether the factors such as cognitive and affective tr… Show more
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