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What is Initial Trust towards the Website

Encyclopedia of E-Commerce Development, Implementation, and Management
The confidence in or reliance that a consumer has on an online retailer (as represented by its website) of whom the consumer has no prior experience with.
Published in Chapter:
Modelling Website Stickiness at Initial Encounters
Jasmine A.L. Yeap (Universiti Sains Malaysia, Malaysia), T. Ramayah (Universiti Sains Malaysia, Malaysia & Universiti Teknologi Malaysia, Malaysia), and Azizah Omar (Universiti Sains Malaysia, Malaysia)
DOI: 10.4018/978-1-4666-9787-4.ch023
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