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Building trust: An examination of the impacts of brand equity, security, and personalization on trust processes.


Description

The over-arching purpose of this research is to broaden the study of trust as it applies to developing stable relationships in electronic environments. Previous research has investigated many aspects of trust, but has not looked at the incremental development of it. This may be because methods are difficult to develop that study process models and concepts are difficult to operationalize that influence the incremental progression of variables.