Through this paper, we propose a preliminary theoretical framework to understand consumer’s trust determinants within the context of purchasing on Internet. First, we present a synoptical literature overview of trust conceptualisation in the marketing literature. Then, we propose a preliminary...

Our research intends to provide a general better understanding of consumer on-line purchasing behaviour. This paper examines consumers’ perception of a web merchant trustworthiness within the framework of signaling theory. Although consumer researchers were interested in a numerous economic...

Our research intends to provide a general better understanding of consumer on-line purchasing behaviour. This paper examines consumers’ perception of a web merchant trustworthiness within the framework of signaling theory. Although consumer researchers were interested in a numerous economic...