Keywords: Country of origin (COO)
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Journal Articles
Journal of Consumer Marketing (2023) 40 (2): 248–259.
Published: 15 September 2022
...Saptarshi Bhattacharya; Rajendra Prasad Sharma; Ashish Gupta Purpose Consumers are worried about sharing their sensitive information during online shopping due to the e-tailer’s unethical practices and hacking-related concerns. Prior research has established the country of origin (COO) as a trust...

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