How a feedback system enhances vendor reputation, mitigates product complexity and facilitates online purchase decision-making : insights from B2C transaction logs.

Doctoral thesis English OPEN
Bartels, Julia;
(2015)

Despite the growing population of Internet customers, purchasing online can still be a confusing and overwhelming activity. Perceived risk plays a crucial role in online buying decisions. The mechanism of online customer feedback has been identified to improve trust and... View more
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