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Title

THE IMPACTS OF CUSTOMER EXPERIENCE AND KNOWLEDGE ON E-TRUST

Pages

 Start Page 235 | End Page 267

Abstract

 Success of an e-business rests on many factors. One of the important contributors is trust. Online trust is one of the key obstacles to vendors succeeding on the internet medium; a lack of trust is likely to discourage online consumers from participating in E-COMMERCE. Thus, building trust among customers is one of the challenging issues for on-line service providers. On the other hand, trust, itself is influenced by many factors. This study elaborates on the importance of customer trust in ecommerce.Among the factors affecting E-TRUST, this study focuses on two factors: "internet shopping experience" and "level of customer knowledge of information usage and security mechanisms". An experimental study has been conduced in the Iranian e-market. Findings of the study confirm the impacts of both of the above factors on the level of Iranian e-customers trust.

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