Building customer trust within e-commerce environments : The role of agents and virtual reality

  title={Building customer trust within e-commerce environments : The role of agents and virtual reality},
  author={Panagiota Papadopoulou and Andreas Andreou and Panagiotis Kanellis and Drakoulis Martakos},
In e-commerce, trust becomes an essential prerequisite for customer relationship building and the success of a business endeavor. This paper proposes a framework for the formation of trust in customer-business relationships in e-commerce, synthesizing a series of trust constructs, determinant variables and trust building processes drawn from established theoretical work on trust and relationship marketing. The framework is conceptualized in the context of an electronic servicescape, where trust… CONTINUE READING

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