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Keywords: Restricted reciprocity
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Journal Articles
Journal:
Internet Research
Internet Research (2020) 30 (1): 335–356.
Published: 14 August 2019
...Wilson K.S. Leung; Si Shi; Wing S. Chow Purpose The purpose of this paper is to understand the effect of two types of reciprocity (restricted reciprocity and generalized reciprocity) on customers’ trust in social commerce (s-commerce) and trust performance (purchase intention and word-of-mouth...
