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Understanding how consumers perceive the market is a necessity for an E-commerce (EC) site's survival. The number of EC consumers has been increasing, and customerpsilas trust in EC has become a critical issue. The objective of our study was to apply a two-step cluster analysis in profiling EC consumerspsila demographic characteristics and perception of trust in EC. The findings suggest four clusters. The cluster of respondents most concerned with trust consisted of technical experts and engineers who were 30- to 39-year-old single males, and the cluster of respondents less concerned with trust consisted of above 60-year-old married unemployed and retired males.
Date of Conference: July 28 2008-Aug. 1 2008