The Effects of Post-Purchase Evaluation Factors on Online Vs. Offline Customer Complaining Behavior: Implications For Customer Loyalty

By Yooncheong Cho, Il Im, R. Hiltz, J. Fjermestad. 2002

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A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents (2008, background): “Past research has recognized that electronic purchase decisions are inherently risky, and therefore trust may be an important factor in giving consumers the confidence they need to engage in such transactions [7,38,62, 78,135].”