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The Effect Of Third-Party Tracking Cookies On Online Purchase Behavior: A Conceptual Model, Fariba Sanaei, Hamid Abbassi
The Effect Of Third-Party Tracking Cookies On Online Purchase Behavior: A Conceptual Model, Fariba Sanaei, Hamid Abbassi
Faculty Working Papers from the School of Business and Economics
This paper explores how the use of 3rd party tracking cookies affects online trust and perceived risk, and in turn online shopping behavior. Moreover, it is proposed that product category and country of origin moderate the effect of 3rd-party cookies on perceived risk and online trust, respectively.