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Online Signals, Consumer Trust and Confidence in Online Commerce

Author

Listed:
  • Ahmad, Saba

Abstract

Drawing on signaling theory, this study investigates how reputation, perceived ethics, service quality, and website design influence consumer trust in e-commerce, and how trust, in turn, shapes consumer confidence in online transactions. Using a web-based survey of online shoppers, the proposed relationships are intended to be tested through confirmatory factor analysis and structural equation modeling. The study offers an integrated framework for understanding how online signals help reduce information asymmetry and strengthen confidence in e-commerce.

Suggested Citation

  • Ahmad, Saba, 2026. "Online Signals, Consumer Trust and Confidence in Online Commerce," MPRA Paper 128601, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:128601
    as

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    File URL: https://mpra.ub.uni-muenchen.de/128601/1/MPRA_paper_128601.pdf
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    References listed on IDEAS

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    6. Abdul Qayyum & Raja Ahmed Jamil & Adnan Muhammad Shah & Kang Yoon Lee, 2025. "Unpacking the dark side of positive online destination brand engagement: effects on stress, disengagement, and switching intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 28(16), pages 2702-2720, August.
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    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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