Bartikowski, Boris; Singh, Nitish - In: Journal of Business Research 67 (2014) 3, pp. 246-252
The authors investigate the moderating roles of brand equity and purchasing risk in the relationships between website … trust, both brand equity and purchasing risk act as moderators. The interaction between brand equity and purchasing risk … outweighs the effects of WCC in terms of improving site attitudes and reducing purchasing risk, with notable managerial and …
