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The willingness to take risks in a relationship can be understood as trust [26,27], and the question of whether a retailer is trustworthy plays a central role in the decision-making process of online pharmacy customers. If customers make the wrong decision, they may be at considerable risk, such as jeopardizing their health or even losing their lives [28]. Other research on online pharmacies has confirmed the negative influence of risk and the positive effect of trust on purchase intention [23,24,29-31].
JMIR Form Res 2023;7:e48850
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