Initial trust and online buyer behaviour

  title={Initial trust and online buyer behaviour},
  author={Yu-Hui Chen and Stuart J. Barnes},
  journal={Ind. Manag. Data Syst.},
Purpose – Online trust is one of the key obstacles to vendors succeeding on the internet medium; a lack of trust is likely to discourage online consumers from participating in e‐commerce. This research aims to investigate how online consumers develop their initial trust and purchase intentions. The research in conducted in the context of Taiwanese online bookstores.Design/methodology/approach – The research examines consumers' online initial trust by using four major categories of determinants… 
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