Tzeng, Shian-Yang; Shiu, Jerry Yuwen - In: South African journal of business management 51 (2020) 1, pp. 1-10
Purpose: Customer trust toward e-commerce has been unsettled by recent unethical events. Involvement, the level of … personal relevance of an object or event, has been proved to enhance trust. Nevertheless, in a complicated online shopping … environment, the relationship between involvement and trust might undergo changes. Therefore, this study aims to investigate how …