Developing and validating trust measures for e commerce www online dating guru com


This study focuses on the application of social rewards in the group buying context and identifies the issue in the context of online group buying by incorporating factors such as reciprocity, reputation, trust, satisfaction, and perceived effectiveness of e-commerce institutional mechanisms (PEEIM).These factors are identified as critical factors affecting both online and physical shopping.

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This study aimed to investigate the difference of trust and purchasing behaviors of group buying websites between Chinese and American participants.

The study consisted of two steps: 1) a pre-questionnaire to test the general trust on group buying websites; 2) an in-lab experiment to test the purchasing probability and trust on specific trust situation.

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