ZAINUDDIN, A.; RIDZWAN, S. A.; RIDZWAN, S. I. THE EXPECTATION GAP IN E-COMMERCE: HOW TRANSPARENCY SHAPES CONSUMER TRUST AND BEHAVIOUR. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES), [S. l.], v. 8, n. 28, p. 302–315, 2026. DOI: 10.35631/AIJBES.828020. Disponível em: https://gaexcellence.com/aijbes/article/view/7723. Acesso em: 19 jun. 2026.