Pennanen, Kyösti; Tiainen, Tarja; Luomala, Harri T. - In: Qualitative Market Research: An International Journal 10 (2007) 1, pp. 28-47
Purpose – The purpose of this paper is to develop a value‐based framework for the consumer e‐trust building process. Design/methodology/approach – The data collection procedure consisted of two steps. The first was a brief questionnaire measuring potential informants' personal values....