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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_

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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_