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Trust has been empirically established as one of the key attributes in business to customer (B2C) e-commerce. The effect of measures to build and maintain trust in B2C Online Shopping is subject to customer-centric behaviour factors, which cannot be controlled by the business firm. The present study conducted in the Indian context explores the role of consumer self-efficacy and website social presence in customer's adoption of B2C online shopping mediated by trust, perceived usefulness, and perceived risk. The most significant outcome of the study is that the consumer self-efficacy and website social-presence affect trust, perceived usefulness and perceived risk in the online customers, and in turn positively influence the customer's intention to purchase products online.
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Dash et al. (2008) studied this question.
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