An empirical study on factors influencing consumers’ trust in E-tailers – evidence from India
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| Title | An empirical study on factors influencing consumers’ trust in E-tailers – evidence from India |
| Authors | |
| Abstract | The ever increasing mainstream activity on the internet has opened up a plethora of business opportunities for marketers. The growth of B2C e-commerce has been phenomenal, but still there are challenges that may slow down the growth of B2C e-commerce. In a digital world where product qualities and benefits must be presented in a convincing way over the wired network, building trust becomes increasingly important. This study empirically investigated the antecedents or the factors that are thought to build Indian consumers’ online trust. To conduct an empirical investigation a survey of 262 consumers, with online shopping experience, was conducted using a questionnaire. This study tried to attain the objective by applying the statistical technique of factor analysis and extracted six important factors, the first of which relates to the E-tailer’s integrity. |
| Publisher | International Journal of Business and Social Research |
| Date | 2013-07-08 |
| Source | 2164-2540 |
| Rights | This is an open access journal which means that all content is freely available without charge to the user or his/her institution. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission from the publisher or the author. |