Academic journal article Journal of Marketing and Management

An Investigation of the Important Factors Influence Web Trust in Online Shopping

Academic journal article Journal of Marketing and Management

An Investigation of the Important Factors Influence Web Trust in Online Shopping

Article excerpt


Online shopping is one of the most important and popular Internet applications. Previously, while focus of the sales was about durable goods on internet, today almost every product or even service can be bought and sold. Internet, which is described as a new marketing channel, offers a different shopping environment for consumers, provides a different shopping channel that allows customers to shop without stores and showcase visiting which can be very tiring. Also, customers can solve the shopping problems by using some advantages of the Internet such as comparing the goods and getting some recommendations (Altug and Ozhan, 2012, p.2). E-commerce has led to a new era of trading online all over the world. Especially in the USA, such sales activities are expected to amount to $250 billion as of 2014 and to reach growth rate of 8-10% yearly (March, 2010).

It has been shown by Flavia'n and Fuinaly'u (2006) that customers' perception of the way their privacy is taken care of specifically has an impact on their trust in Internet. In that sense, higher security and lower risk ensured by internet sites, the more trust by consumers accordingly (Eid, 2011, 80). Yet, as technology extends its limits to people's live, boundaries of privacy diminishes, as well through the web tools that tracks online activities and collect data and information about consumers. Thus, such data and information are no more private to consumers (Pan and Zinkhan, 2006, 331). That being said, it has been argued by researches that trust of customers has a great impact on their motives to buy online and actual buying decisions. Hence, online trust is of utmost value to be taken care of (Li et al., 2014, 395).

It was remarked by Corbitt, Thanasankit, and Yi (2003) that as customers have higher level of experience on internet, so does their trust in e-commerce website. In that sense, it was stated that as they experience more on internet and hence increase their trust in technology, their trust in e-commerce also increases (Beldad et al., 2010, 861). Trust is explained by Mayer et al. (1995) as; readiness of one side to be susceptible to actions of another one, which will perform tasks on behalf of the trustor, disregarding any circumstance of screening any private data. Trust is significant foreteller of a relationship or risk taking in that relationship. In online shopping, risk taking would be performing task of purchasing online (Utz et al., 2012, 50).

To describe effective factors on online trust, the literature studies have been examined of different authors from different countries and five factors described that have positive and significant relationship with online trust. Web Security, was studied by Hsu (2008), Aksoy (2006), Pan and Zinkhan, (2006), Rubin and Geer, (1998), Eid, (2011), Kim et al, (2011) and Ribbink et al, (2004). Consumer reviews of website were studied by Utz et al, (2012), Zhang et al, (2014) and Lee et al, (2008). Availability was studied by Kim et al, (2013) and Hostler et al. (2012). Factor of experiences was studied by Utz et al, (2012), Hassanein and Head, (2007) and Yoon et al, (2013). Web trust was studied by Lopez and Rios (2005), Wang and Emuria n, (2005), Hoffman et al, (1999) and Kim et al., (2011). The aim of this study is to measure and demonstrate efficiency of each factor on online trust. In this regard, theoretical background will be examined, given brief regarding research method, and then discussed findings and results.

Theoretical Background and Hypotheses

Web Security

"Web security is a set of procedures, practices, and technologies for assuring the reliable, predictable operation of web servers, web browsers, other programs that communicate with web servers, and the surrounding Internet infrastructure." As web has a highly sophistica ted and sized structure, ensuring web security is more complicated than ensuring Internet security in general (Garfinkel and Simson, 2002, 3). …

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