Designs for effective implementation of trust assurances in internet stores

@article{Kim2010DesignsFE,
  title={Designs for effective implementation of trust assurances in internet stores},
  author={Dongmin Kim and Izak Benbasat},
  journal={Commun. ACM},
  year={2010},
  volume={53},
  pages={121-126}
}
Introduction Improving customer trust in an internet store is an important goal in B2C electronic commerce because it leads to outcomes important for the success of an Internet store, such as reduced customer risk perceptions in transacting with the store and increased willingness to buy from the store. Therefore, one of the critical success factors for Internet stores is to convince customers of the store's trustworthiness, which refers to a set of customers' beliefs regarding the ability… CONTINUE READING

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