Consumer Trust towards an Unfamiliar Web

  title={Consumer Trust towards an Unfamiliar Web},
  author={In{\`e}s Chouk and Jean Perrien and CONSUMER TRUST and AN TOWARDS and UNFAMILIAR WEB MERCHANT},
Our research intends to provide a general better understanding of consumer on-line purchasing behaviour. This paper examines consumers’ perception of a web merchant trustworthiness within the framework of signaling theory. Although consumer researchers were interested in a numerous economic theories (transaction cost theory, agency theory,...), little attention has been given to the signaling theory (Boulding and Kirmani, 1993). Signaling mechanisms could be, however, relevant to predict… CONTINUE READING

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