Abstract
Online shopping in India is an emerging trend for marketers to promote their merchandise in wide geographical area using internet. In 2012, E-Commerce revenue was US$ 1.6 billion but it is expected to be US$ 8.8 billion by 2016.It speaks about the success of e-commerce. Trust is an important dimension in the success of online shopping. The present study focuses on critical review of consumer behavior towards online shopping through extensive literature survey. The finding reveals that knowledge, privacy, security, perceived risk and perceived benefits are very important factors for the consumer’s behavior towards online shopping. Winning trust is the primary condition for enduring success in e- commerce. Finally, some useful implications have been offered to the marketers at the end.
Highlights
Online Shopping has emerged as one of the most happening trait of Indian Consumer and Trustworthiness is found to be an important determinant in influencing consumer attitude in online shopping
The findings showed that consumer trust has negative relationship with perceived risk but reputation, trust propensity has positive relationship with online trust
The model includes the effect of perception towards credibility, ease of use and risk on trust but this study examined only one construct of Technology Acceptance Model(TAM); it can use the other construct of Technology Acceptance Model to make the study more beneficial
Summary
Online Shopping has emerged as one of the most happening trait of Indian Consumer and Trustworthiness is found to be an important determinant in influencing consumer attitude in online shopping. Trust in a dyadic relationship arises from attributes associated with trustee and a trustor Trustee attributes his / her belief towards knowledge, privacy, security, perceived risk and perceived benefits. Knowledge is defined as consumer’s degree of acquaintance with selling entity, which includes knowledge of the vendor and understanding its relevant procedures such as searching for products, information and ordering through website [10].Knowledge based trust occurs when internet users familiar to one another interact frequently[11]. It is defined as consumer’s perception that internet vendor will try to protect consumer’s confidential information collected during e-transaction. Privacy protection is very important factor in building on line trust [8], [17].Customers cannot avoid leakage in their private information over the internet due to risk in the transaction [15]
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