Understanding Consumer Confusion On-line•

Abstract
In-depth interviews were conducted with 11 regular on-line purchasers to understand how they deal with websites guilty of cybersquatting, or domain name infringement. The findings show that there are seven constructs: brand, associations, expectations, trust, avoidance strategies, feelings and reactions, involved in the model of online consumer...
Paper Details
Title
Understanding Consumer Confusion On-line•
Published Date
Jan 1, 2015
Pages
39 - 44
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