Seller-Buyer Trust in Cross-Border E-Commerce: a Conceptual Model

  title={Seller-Buyer Trust in Cross-Border E-Commerce: a Conceptual Model},
  author={Yue Guo and Khuong Le-Nguyen and Qiong Jia and Guang Li},
We conceptualize and propose a theoretical model of sellers’ trust in buyers in the cross border ecommerce context. This model is based on by signalling theory, which is further refined by using trust theories and empirical findings from prior e-commerce trust research. 

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