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Title: The trust of consumers in electronic commerce: empirical evidence from Greece
Issue Date: 5-Sep-2015
Abstract: This study has been developed in order to find what affects trust in e-commerce and the factors that can influence consumers trust in it and their relative importance. For the purposes of this study an online survey took place in a sample of 196 Greek e-consumers. The research findings indicated that the computer familiarity, trust to others and the engagement of consumers with internet and e-shopping affect their trust in e-commerce. On the other hand trust affects the amount spend by e-consumers and the frequency of their internet purchases. Furthermore the most important factors that influence trust are the familiarity with a website, the reputation of the e-vendor and the comprehensive information that are being provided by a website.
Appears in Collections:MBA Διπλωματικές Εργασίες

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