Abstract

These more and more people choose to spend their free time on the internet rather than watching television. But there are still some people who are not willing to shopping online. This kind of online shopping reluctance may be due to there are some limitations associated with shopping online: lack of security, possibility of fraud, not being able to touch the desired product. And this paper tell the owners of websites must understand their customers well and gain a deep knowledge of website trustworthiness about online purchasing from the view point of the customers, what are they and how they affect the consumer’s decision of purchasing.

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