This article reviews literatures on legitimacy, trust, and e-commerce and integrates them to propose a model of strategies designed to enhance the perceived legitimacy and trustworthiness of ventures.
Murphy, G.B. and Smart, D. (2000), "New and Small E-Commerce Ventures: The Importance of Legitimacy and Trust", New England Journal of Entrepreneurship, Vol. 3 No. 1, pp. 33-45. https://doi.org/10.1108/NEJE-03-01-2000-B005
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