Abstract
Article history: Received October 28, 2015 Received in revised format November 28, 2015 Accepted January 20, 2016 Available online January 24, 2016 This study aims to investigate the antecedents of trust including Company Reputation, Website Design, Service Quality, and Security and Privacy Policy in an online environment within the Pakistani context. A pre-tested questionnaire survey is used in order to collect the response of e-shopper in three cities, Abbottabad, Haripur and Islamabad, from 200 Pakistani e-shoppers. SPSS was used to analyze the data and three techniques descriptive statistics, regression analysis and correlation analysis are applied. Findings revealed a positive direct relationship between the independent and dependent variables which validate the earlier studies. © 2016 Growing Science Ltd. All rights reserved.
Highlights
An online business improvement shows that businesses are expended themselves to the global market (Wilson, 1999) and they will require coping with different customers for the first time that will have unique custom and belief (Okada, 2006, Barnes et al, 2007)
This study aims to investigate the antecedents of trust including Company Reputation, Website Design, Service Quality, and Security and Privacy Policy in an online environment within the Pakistani context
This paper presents an empirical investigation to find out how the antecedents of trust including website design, service quality, company reputation, security and privacy policy affect the perception of an online consumer in Pakistani context
Summary
An online business improvement shows that businesses are expended themselves to the global market (Wilson, 1999) and they will require coping with different customers for the first time that will have unique custom and belief (Okada, 2006, Barnes et al, 2007). Ecommerce consists of an online transaction of different services and various kinds of products through the system of electronic selling and buying, which is connected to the internet and a computer network. As it is a new type of the business its activities employ on electronic and digital tools. As there is not any detailed study about e-business, this work focuses mainly on growing age consumers, younger than 30years, because they are a group of customers and they are an online shopper providing an opportunity for e-business as their attitude shows that they are the biggest upcoming target market for e-business. The rate of an online shopper increases day by day all over the world and the new generation has more opportunity to access online transactions (Sato & Kato, 2005)
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