How a feedback system enhances vendor reputation, mitigates product complexity and facilitates online purchase decision-making : insights from B2C transaction logs
Despite the growing population of Internet customers, purchasing online can still be a confusing and overwhelming activity. Perceived risk plays a crucial role in online buying decisions. The mechanism of online customer feedback has been identified to improve trust and to reduce risk in online mark...
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University of Surrey
2015
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667605 |