Resumen

ROJAS LOPEZ, MIGUEL DAVID; ARANGO, PAULA  y  GALLEGO, JUAN PABLO. TRUST IN ONLINE PURCHASING. Dyna rev.fac.nac.minas [online]. 2009, vol.76, n.160, pp.263-272. ISSN 0012-7353.

In this paper a review on the state of the art of trust, their main characteristics and different disciplines from where it has been defined are presented. On the other hand, the trust in online purchasing is analyzed through the standard learning hierarchy model and their different characteristics are identified. In addition, some representative aspects for Colombia have been added to define the consumers' trust on the Internet. Finally, the main conclusions of this topic are shown.

Palabras clave : Online trust; Standard learning hierarchy; E-Commerce..

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