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Factors Influencing on Trust toward E-Commerce by Consumer Experience of Online Buying  

Park, Cheol (Dept. of MIS, Korea University)
Kang, Byung-Ku (Dept. of MIS, Korea University)
Publication Information
Information Systems Review / v.5, no.1, 2003 , pp. 81-95 More about this Journal
Abstract
This paper tried to identify factors influencing consumer trust of Internet shopping mall. There found five factors; validation & contact, security & protection, publicity & image, convenience & pleasure, and refund & delivery. There were differences of mean factor scores among consumer groups classified by frequency of online buying. Implications of the study and further research issue are discussed.
Keywords
E-commerce; Internet marketing; Online buying; Trust; Online consumer;
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