E-commerce: the role of familiarity and
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David Gefen
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Article
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2000
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Elsevier Science
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English
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Familiarity is a precondition for trust, claims Luhmann [28: Luhmann N. Trust and power. Chichester, UK: Wiley, 1979 (translation from German)], and trust is a prerequisite of social behavior, especially regarding important decisions. This study examines this intriguing idea in the context of the E-