Description
We conceptualize and propose a theoretical model of sellers’ trust in buyers in the cross border e-commerce context. This model is based on by signalling theory, which is further refined by using trust theories and empirical findings from prior e-commerce trust research. _x000D_ _x000D_ Keywords: buyer-seller trust, cross-border, e-commerce, signalling theory, trust theory, small and medium sized._x000D_
Recommended Citation
Guo, Yue; Le-Nguyen, Khuong; Jia, Qiong; and Li, Guang, "SELLER-BUYER TRUST IN CROSS-BORDER E-COMMERCE: A CONCEPTUAL MODEL" (2015). AMCIS 2015 Proceedings. 4.
https://aisel.aisnet.org/amcis2015/e-Biz/GeneralPresentations/4
SELLER-BUYER TRUST IN CROSS-BORDER E-COMMERCE: A CONCEPTUAL MODEL
We conceptualize and propose a theoretical model of sellers’ trust in buyers in the cross border e-commerce context. This model is based on by signalling theory, which is further refined by using trust theories and empirical findings from prior e-commerce trust research. _x000D_ _x000D_ Keywords: buyer-seller trust, cross-border, e-commerce, signalling theory, trust theory, small and medium sized._x000D_