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Trust has been viewed through diverse disciplinary lenses like economic, social, psychology, organizational and technology. Researchers approached this topic from a disciplinary perspective. This leads to disjointed and contradictory research. Moreover, researchers have introduced many trust models in order to explain the factors that persuade consumers to trust electronic commerce (EC). However,...
Trust in the context of business-to-consumer (B2C) electronic commerce (EC) is complex and a multidimensional construct. It is affected by many internal and external factors. These factors might change overtime. Therefore trust value becomes dynamic and creates a big challenge. Although, many researchers studied the effect of different factors on consumerspsila trust, the trust literature lacks clear...
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