Website characteristics, Trust and purchase intention in online stores: - An Empirical study in the Indian context (Title: Website characteristics, Trust and purchase intention in online stores: - An Empirical study in the Indian context
Author(s): Ganguly, B.; Dash, S.B.; & Cyr, D.
Abstract:
Lack of trust in online transactions has been cited, by past scholars, as the main reason for the abhorrence of online shopping. In this paper we proposed a model and provided empirical evidence on the impact of the website characteristics on trust in online transactions in Indian context. In the first phase, we identified and empirically verified the relative importance of the website factors that develop online trust in India. In the next phase, we have tested the mediator effect of trust in the relationship between the website factors and purchase intention (and perceived risk). The present study for the first time provided empirical evidence on the mediating role of trust in online shopping among Indian customers.
