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Causes of Mistrust and the Most Effective Authentication Tools for Improving Saudi Arabian Consumers' Willingness to Participate in E-commerce

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Executive Summary

E-commerce is facing different challenges globally, and in particular, in developing countries. In some countries e-commerce adoption is slow because of some barriers; such as lack of trust. Customer trust is a significant issue in e-commerce since online services and products are typically not immediately verifiable. Both vendors and consumers are forced to assume that the information that is being provided is accurate and non-fraudulent. Therefore, customer trust significantly affects new customer acquisition, customer retention, and customer purchase intentions.

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