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| Author: | Gefen, D. |
| Title: | E-commerce: the role of familiarity and trust |
| Journal: | Omega
2000 : DEC, VOL. 28:6, p. 725-737 |
| Index terms: | Electronic commerce Trust Motivation Internet Surveys Models |
| Language: | eng |
| Abstract: | Familiarity is a precondition for trust, and trust is a prerequisite of social behavior, especially regarding important decisions. This study examines this idea in the context of the E-commerce involved in inquiring about and purchasing books on the Internet. Survey data from 127 potential users support and extend this hypothesis. |
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