Resumen

SANCHEZ-ALZATE, James Ariel  y  MONTOYA-RESTREPO, Luz Alexandra. TRUST AS KEY ELEMENT FOR E-COMMERCE PURCHASES. THE CASE OF CONSUMERS IN ANTIOQUIA (COLOMBIA). Innovar [online]. 2017, vol.27, n.64, pp.11-22. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v27n64.62365.

Consumers' trust plays an essential role in online shopping considering its direct relationship with users' conversion rate. This research was able to validate that the most influential factors in online shopping for consumers' trust in Antioquia department (Colombia) are: Seller's reputation, perceived risk, data privacy, transaction security and association. Therefore, this work is aimed at contributing with the generation of competitive advantages for companies in the market of Antioquia that use e-commerce as a source of income.

Palabras clave : E-commerce; trust; marketing; Internet.

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