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What is 5 PB about?

This study examines the effects of eWOM credibility on consumer trust, perceived risk, and purchase intention in e-commerce, with online shopping experience as a moderating factor. Results indicate that eWOM credibility positively influences trust and purchase intentions, while perceived risk negatively affects purchase intentions. The findings provide insights for e-commerce businesses and policymakers on enhancing consumer trust and minimizing perceived risks in online shopping.

Author

kofifahanini46

Language

EN