Open Access
Research Article·pp. 1253–1263·Vol. 26, Issue 5Jul 2023
Segmenting B2C e-commerce consumers on the basis of consumer trust
Akhilesh Singh Gusain, Rahul Gupta, Deepak Khazanchi
Published Online: 25 Sep 2023DOI: 10.47974/JSMS-1180
In this paper: Trust, in B2C e-commerce, has been recognized as an important barrier because of the transaction - that involves sharing of personal and financial data. It is well established that an absence of consu...
