Electronic Commerce Research and Applications · 2009 · 672 citations · 61 references
BusinessInformation SystemsMarketingConsumer BehaviorE-commerce RetailingE-commerce SystemsBusiness-to-consumer E-commerceConsumer InvolvementOnline CommunitiesOnline Consumer BehaviorSense Of CommunityVirtual CommunitiesConsumer Trust In E-commerceOnline Purchase IntentionPerceived TrustPurchase Intention EffectsPurchase Intention MeasurementTrust In Online CommunitiesTrust In Online PurchasingTrust In Virtual Communities
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The theory of planned behavior
Icek Ajzen · Organizational Behavior and Human Decision Processes · 1991 · 84.8K citations
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations