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Research Article Open access CC BY 3.0

Online Buying Behavior and Perceived Trustworthiness

Mahmud A. Shareef, Norm Archer, Wilfred Fong, Mir Obaidur Rahman, Inder Jit Mann

Current Journal of Applied Science and Technology · pp. 662–683 · Published 2 May 2013

10.9734/BJAST/2013/2394

Abstract

Trustworthiness perceived by customers plays a very important role in pursuing online buying, particularly in the business-to-consumer (B2C) E-commerce (EC) purchase process. After a thorough investigation of the literature, this study reveals that privacy, security, behavioral attitudes, cognitive perception, and fulfillment/reliability are significant antecedents of perceived trustworthiness that affect the purchasing behavior of customers in B2C EC. This study reviews the literature dealing with trust in EC and develops a conceptual framework for formation of perceived trustworthiness by customers in B2C EC.

Business-to-consumer E-commerce trust purchase behavior consumer

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