Security and Privacy Perception on Online Brand Trust in E-Commerce Industry

Miss. Bavani Subramaniam, Mr. Anthony Andrew


Despite exponential growth in e-commerce, there is limited research on its potential effect on online brand trust, security, and consumer online purchase intentions. This conceptual paper makes an important contribution to fill the existing gap in the literature and creating the fundamental linkages between level of security and privacy and the effects of the extent on online brand trust.

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Copyright (c) 2016 Miss. Bavani Subramaniam, Mr. Anthony Andrew

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