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This study investigates the role of online transaction self-efficacy in building trust and influencing purchase intentions in B2C e-commerce. It posits that self-efficacy, particularly situation-specific self-efficacy, significantly affects consumer trust in online vendors and their willingness to make purchases. The research aims to expand the understanding of trust-building processes by incorporating individual consumer characteristics into the analysis of e-commerce transactions.

Author

Prinka Dogra

Language

EN