Governance Mechanisms as a Means of Increasing Consumer Trust in Online Exchanges: A Signaling Perspective
Many consumers seem to be uncomfortable or unwilling in making online transactions. This lack of trust stems in part from the online exchange process itself where consumers are deprived of many traditional cues that they would use to evaluate this process. This research focuses on consumer percept...
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Virginia Tech
2014
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| Online Access: | http://hdl.handle.net/10919/26589 http://scholar.lib.vt.edu/theses/available/etd-04022003-153657/ |