Warrington College of Business, Stuzin 351 University of Florida Abstract Electronic commerce has opened new opportunities for buyers and sellers. Buyers have on-line search capabilities for finding products and services, for comparing prices and for ease of purchase.
Sellers can reach and service more customers at lower costs and provide on-line support.
However, anyone can easily start an electronic enterprise both legitimate companies and others. As a result, many consumers have concerns about vendor viability, trust-worthiness of the companies and quality of products or services. Most already worry about secure transactions. As a result, many buyers have taken a caveat emptor buyer beware - approach to electronic commerce. We explore the converse issue the issue of caveat mercator seller beware.