Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective

@article{Pavlou2007UnderstandingAM,
  title={Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective},
  author={Paul A. Pavlou and Huigang Liang and Yajiong Xue},
  journal={MIS Q.},
  year={2007},
  volume={31},
  pages={105-136}
}
Despite a decade since the inception of B2C e-commerce, the uncertainty of the online environment still makes many consumers reluctant to engage in online exchange relationships. [] Key Result The results support our model, delineating the process by which buyers engage in online exchange relationships by mitigating uncertainty. Interestingly, the proposed model is validated for two distinct targets, a specific website and a class of websites.

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