The more a customer trusts a website, the lower the C.-H. Lien et al. / Asia Pacific Management Review 20 (2015) 210e218 211 perceived online transaction risk, and the greater the intention to purchase on that website
The more a customer trusts a website, the lower theC.-H. Lien et al. / Asia Pacific Management Review 20 (2015) 210e218 211perceived online transaction risk, and the greater the intention topurchase on that website