Can involvement increase trust in a confusing online setting? Implications for marketing strategy
Purpose: Customer trust toward e-commerce has been unsettled by recent unethical events. Involvement, the level of personal relevance of an object or event, has been proved to enhance trust. Nevertheless, in a complicated online shopping environment, the relationship between involvement and trust mi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2020-06-01
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| Series: | South African Journal of Business Management |
| Subjects: | |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/1817 |