An empirical study on factors influencing consumers’ trust in E-tailers – evidence from India

MONAMI BANERJEE, DR. NEELOTPAUL BANERJEE

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.


Keywords


E-tailers; India; online; trust;web site.

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DOI: http://dx.doi.org/10.18533/ijbsr.v2i7.119

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International journal of business and social research (Print)
ISSN 2164-2540

International journal of business and social research (Online)
ISSN 2164-2559

[International Journal of Business and Social Research (IJBSR) previously published by MIR Center for Socio-Economic Research, MD, USA. From February 2018 this journal is published by the LAR Center Press, OR, USA]