Bhattacharya, Saptarshi; Sharma, Rajendra Prasad; … - In: International Journal of Emerging Markets 19 (2022) 10, pp. 2778-2801
Purpose Online shoppers feel insecure due to the various unethical practices of e-tailers. It is, therefore, crucial for online retailers to alleviate customer concerns. Extant literature indicates that country-of-origin (COO) cues influence consumer perception. A relatively underexplored...