What is it about?
To explore the primary drivers of trust between consumers and e-retailers for online transactions in India. We further explore difference in the perception of trust among different groups based on age, gender, or income level.
Featured Image
Photo by Liane Metzler on Unsplash
Why is it important?
Our results show that trust is a function of ability, benevolence, and perception of the e-retailer, along with online familiarity of the users. The findings also confirm variations across groups in their trust-generating antecedents. Our work contributes to existing theory by verifying an integrative conceptual model of trust in a complex socio-cultural setting and brings out several insights for the practitioners.
Read the Original
This page is a summary of: Revisiting Trust toward E-Retailers among Indian Online Consumers, Journal of Internet Commerce, January 2019, Taylor & Francis,
DOI: 10.1080/15332861.2019.1567186.
You can read the full text:
Contributors
The following have contributed to this page