Los determinantes de la confianza del comprador online. Comparación con el caso de subasta 1 Determinants of online buyer trust. A comparison with the auction system

Studies on electronic Internet commerce are an important part of the research in marketing, bur there are still few works that have dealt with auction systems. Because of the especial characteristics of online buying, one of the most important and the most difficult challenges in the context of an online purchase as opposed to offline

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