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Keywords: C2C s-commerce
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Journal Articles
Journal:
Internet Research
Internet Research (2020) 30 (1): 335–356.
Published: 14 August 2019
...-to-customer (C2C) s-commerce platform. Structural equation modeling was used to examine the research hypotheses. Findings The results demonstrate that two types of reciprocity positively affect trust in s-commerce. Customers’ trust performance is significantly affected by trust in s-commerce. Additionally...
