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Lack of trust is one of the most important factors slowing down the growth of B2C electronic commerce. When rules and customs are not sufficient, consumers rely on familiarity and reputation as primary mechanisms to reduce transaction uncertainty. This study validates the impacts of perceived familiarity and perceived reputation on consumer trust in B2C electronic commerce. A research model is proposed...
Lack of trust is likely to deter any purchase over the Internet, while the lack of interactivity is likely to deter online trust specially. This paper investigates the impact of interactivity on consumer trust in electronic commerce. A coherent and parsimonious trust model is proposed, which is integrating interactivity with perceived security control. Empirical results indicate that interactivity...
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