Exploring the Factors Affecting Online Trust in B2C E-Commerce Transactions in India: an Empirical Study

• Autores: Mohammed Alhashem, Mohammed Kamalun Nabi, Ravinder Pant, Asra Inkesar, Nusrat Khan, Mohammed Arshad Khan
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 12, 2023 (Ejemplar dedicado a: Continuous publication; e3993)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i12.3945
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose: The COVID-19 pandemic has led to a surge in e-commerce as millions of people were forced to stay at home and adopt digital channels for their purchases to avoid crowded supermarkets. It made the whole world look towards e-commerce as a one-stop solution for keeping markets alive. However, it came as an opportunity for digital fraudsters as a huge number of digital frauds were reported during this pandemic. Such incidents raised questions about online trust-related issues. Fake websites, insecure payment mechanisms, data theft, privacy breach, product reliability, etc., are a few of the reasons why many people are still not confident about using e-commerce platforms. When customers cannot physically touch, feel, and see the products, it becomes even more suspicious and raises serious uncertainty about the quality of the promised product and transaction setup in the e-commerce framework.

      Design/Methodology/Approch: In this study, primary data was collected through structured questionnaires from e-commerce website users belonging to Generation Z and analyzed using Structural Equation Modelling and Path Analysis in IBM SPSS AMOS version 24.

      Findings: Online Security, Online Privacy, and Website appearance were studied and found to have a significant positive impact on online trust. Online trust was also found to be a predictor of purchase intention. Online trust was also found to act as a full mediator between online security and purchase intention, online privacy, and purchase intention, and as a partial mediator between website appearance and purchase intention.

      Research, Practical & Social Implications: The cross-sectional nature of this study makes it difficult for making inferences about causal relationships so new studies can adopt and check the utility of a longitudinal approach in this area. Furthermore, the data collected using convenience sampling had all young generation respondents, mostly college/university students. This current study takes only three antecedents of online trust with reference to a young generation; an exploratory study is needed here to find out new possible antecedents of developing online trust. Moreover, the appearance of the website is altogether a vast area to investigate for further development; very limited dimensions of the appearance of e-commerce websites are covered in this study.

• Referencias bibliográficas
  • Al Abri, D.; McGill, T.; Dixon, M. Examining the Impact of E-privacy Risk Concerns on Citizens’ Intentions to Use E-government Services: An...
  • Al-Adwan, A.S.; Alrousan, M.K.; Yaseen, H.; Alkufahy, A.M.; Alsoud, M. Boosting Online Purchase Intention in High-Uncertainty-Avoidance Societies:...
  • Al-Adwan, A.S.; Al-Debei, M.M.; Dwivedi, Y.K. E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth...
  • Al-Adwan, A.S.; Al-Horani, M.A. Boosting customer e-loyalty: An extended scale of online service quality. Information 2019, 10, 380. https://doi.org/10.3390/info10120380
  • Barclay, D.; Thompson, R.; dan Higgins, C. The partial least squares (PLS) approach to causal modeling: Personal computer adoption and use...
  • Baumgartner, H.; Homburg, C. Applications of Structural Equation Modeling in Marketing and Consumer Research: A review. Int. J. Res. Mark....
  • BCG; Bain & Company; Morgan Stanley. (1 July 2020). Market Size of E-Commerce Industry across India from 2014 to 2018, with Forecasts...
  • Bentler, P.M. Comparative fit indexes in structural models. Psychol. Bull. 1990, 107, 238–246. https://doi.org/10.1037/0033-2909.107.2.238
  • Bhattacherjee, A. Bhattacharjee continuance: MIS Q. 2011, 25, 351–370.
  • Boman, J.H.; Gallupe, O. Has COVID-19 changed crime? Crime rates in the United States during the pandemic. Am. J. Crim. Justice 2020, 45,...
  • Brotheridge, C.M.; Zygadlo, D. Selling shoes through gendered emotional displays. Int. J. Work. Organ. Emot. 2006, 1, 189–203. https://doi.org/10.1504/IJWOE.2006.010787.
  • Chellappa, R.K.; Pavlou, P.A. Perceived information security, financial liability, and consumer trust in electronic commerce transactions....
  • Chen, Y.; Friedman, R.; Tony Simons. Article Information—Home Article Information—Home. Manag. Audit. J. 2014, 28, 2–3.
  • Cyr, C.; Euser, E.M.; Bakermans-Kranenburg, M.J.; Van Ijzendoorn, M.H. Attachment security and disorganization in maltreating and high-risk...
  • Coppola, D. (19 February 2021). E-Commerce Worldwide—Statistics & Facts. Available online: https://www.statista.com/topics/871/online-shopping/...
  • Dibb, J.C. Consumer Trust in the Online Retail Context: Exploring the Antecedents and Consequences. Psychol. Mark. 2010, 24, 323–346. https://doi.org/10.1002/mar.20334.
  • Donthu, N.; Gustafsson, A. Effects of COVID-19 on business and research. J. Bus. Res. 2020, 117, 284–289.
  • Field, A.P. Discovering Statistics Using SPSS: (and Sex and Drugs and Rock 'n' Roll); SAGE Publications: Los Angeles, CA, USA; Thousand...
  • Flavián, C.; Guinalíu, M. Consumer trust, perceived security, and privacy policy: Three basic elements of loyalty to a web site. Ind. Manag....
  • Forsythe, S.M.; Shi, B. Consumer patronage and risk perceptions in Internet shopping. J. Bus. Res. 2003, 56, 867–875. https://doi.org/10.1016/S0148-2963(01)00273-9
  • Ganguly, B.; Dash, S.B.; Cyr, D. Website characteristics, Trust and purchase intention in online stores:-An Empirical study in the Indian...
  • Gefen, D.; Straub, D.W. Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services....
  • Goh, E.; Lee, C. A workforce to be reckoned with: The emerging pivotal Generation Z hospitality workforce. Int. J. Hosp. Manag. 2018, 73,...
  • Grabner-Kräuter, S.; Kaluscha, E.A. Empirical research in on-line trust: A review and critical assessment. Int. J. Hum. Comput. Stud. 2003,...
  • Habib, S.; Hamadneh, N.N.; Khan, M.A. Influence of electronic word of mouth (Ewom) and relationship marketing on brand resonance: A mediation...
  • Hair, J.; Black, W.C.; Babin, B.J.; Anderson, R.E. Multivariate Data Analysis, 7th ed.; Pearson Education International: Upper Saddle River,...
  • Hair, J., Jr.; Hult, G.; Ringle, C.; Sarstedt, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd ed.; Sage...
  • Harrison McKnight, D.; Choudhury, V.; Kacmar, C. The impact of initial consumer trust on intentions to transact with a web site: A trust building...
  • Hong, I.B.; Cho, H. The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust...
  • Hsiao, K.L.; Lin, J.C.C.; Wang, X.Y.; Lu, H.P.; Yu, H. Antecedents and consequences of trust in online product recommendations: An empirical...
  • Karpoff, J.M. The future of financial fraud. J. Corp. Financ. 2021, 66, 101694.
  • Kauffman, R.J.; Lai, H.; Lin, H.C. Consumer adoption of group-buying auctions: An experimental study. Inf. Technol. Manag. 2010, 11, 191–211....
  • Khan, M.A. Netizens’ Perspective towards Electronic Money and Its Essence in the Virtual Economy: An Empirical Analysis with Special Reference...
  • Kim, D.J.; Ferrin, D.L.; Rao, H.R. A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk,...
  • Kim, D.J.; Yim, M.S.; Sugumaran, V.; Rao, H.R. Web assurance seal services, trust, and consumers’ concerns: An investigation of e-commerce...
  • Kim, M.S.; Ahn, J.H. Management of trust in the e-marketplace: The role of the buyer’s experience in building trust. J. Inf. Technol. 2007,...
  • Kim, S.; Stoel, L. Apparel retailers: Website quality dimensions and satisfaction. J. Retail. Consum. Serv. 2004a, 11, 109–117. https://doi.org/10.1016/S0969-6989(03)00010-9
  • Kim, S.; Stoel, L. Dimensional hierarchy of retail website quality. Inf. Manag. 2004b, 41, 619–633. https://doi.org/10.1016/j.im.2003.07.002
  • Kim, Y.; Peterson, R.A. A Meta-analysis of Online Trust Relationships in E-commerce. J. Interact. Mark. 2017, 38, 44–54. https://doi.org/10.1016/j.intmar.2017.01.001
  • Lallie, H.S.; Shepherd, L.A.; Nurse, J.R.; Erola, A.; Epiphaniou, G.; Maple, C.; Bellekens, X. Cyber security in the age of COVID-19: A timeline...
  • Lee, S.A. Coronavirus Anxiety Scale: A brief mental health screener for COVID-19 related anxiety. Death Stud. 2020, 44, 393–401. https://doi.org/10.1080/07481187.2020.1748481
  • Lian, J.W.; Lin, T.M. Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types....
  • Lim, N. Consumers’ perceived risk: Sources versus consequences. Electron. Commer. Res. Appl. 2003, 2, 216–228. https://doi.org/10.1016/S1567-4223(03)00025-5
  • Lu, Y.; Zhao, L.; Wang, B. From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’...
  • Ma, K.W.F.; McKinnon, T. COVID-19 and cyber fraud: Emerging threats during the pandemic. J. Financ. Crime 2022, 29, 433–446. https://doi.org/10.1108/JFC-01-2021-0016
  • Mael, F.; Ashforth, B.E. Alumni and their alma mater: A partial test of the reformulated model of organizational identification. J. Organ....
  • Malhotra, N.; Hall, J.; Shaw, M.; Oppenheim, P. Marketing Research: An Applied Orientatio; Deakin University: Melbourne, Australia, 2006.
  • Martin, J.; Mortimer, G.; Andrews, L. Re-examining online customer experience to include purchase frequency and perceived risk. J. Retail....
  • Mathieson, K. Predicting user intentions: Comparing the technology acceptance model with the theory of planned behavior. Inf. Syst. Res. 1991,...
  • Mayer, R.C.; Davis, J.H.; Schoorman, F.D. An integrative model of organizational trust. Acad. Manag. Rev. 1995, 20, 709–734.
  • Naidoo, R. A multi-level influence model of COVID-19 themed cybercrime. Eur. J. Inf. Syst. 2020, 29, 306–321. https://doi.org/10.1080/0960085X.2020.1771222
  • Netemeyer, R.G.; Bearden, W.O.; Sharma, S. Scaling Procedures: Issues and Applications; Sage Publications: Thousand Oaks, CA, USA, 2003.
  • Pabian, A.; Pabian, B.; Reformat, B. E-customer security as a social value in the sphere of sustainability. Sustainability 2020, 12, 590....
  • Pavlou, P.A. Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. Int. J. Electron....
  • Pavlou, P.A.; Gefen, D. Building effective online marketplaces with institution-based trust. Inf. Syst. Res. 2004, 15, 37–59. https://doi.org/10.1287/isre.1040.0015
  • Pavlou, P.A.; Huigang, L.; Yajiong, X. Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective....
  • Pennington, R.; Dixon Wilcox, H.; Grover, V. The Role of System Trust in Business-to-Consumer Transactions. J. Manag. Inf. Syst. 2003, 20,...
  • Ponirin; Scott, D.; Von Der Heidt, T. E-Loyalty: Its Antecedents, Implications and Differences between Developed and Developing Countries;...
  • Quach, S.; Thaichon, P. From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment. J. Bus. Res....
  • Roca, J.C.; García, J.J.; de la Vega, J.J. The importance of perceived trust, security, and privacy in online trading systems. Inf. Manag....
  • Rodrigues, V.F.; Policarpo, L.M.; da Silveira, D.E.; Righi, R.d.R.; da Costa, C.A.; Barbosa, J.L.V.; Antunes, R.S.; Scorsatto, R.; Arcot,...
  • Rousseau, D.M.; Sitkin, S.B.; Burt, R.S.; Camerer, C. Not so different after all: A cross-discipline view of trust. Acad. Manag. Rev. 1998,...
  • Salam, A.F.; Lyer, L.; Palvia, P.; Singh, R. Trust in e-commerce. Commun. ACM 2005, 48, 72–77. https://doi.org/10.1145/1042091.1042093
  • Salimon, M.G.; Yusoff, R.Z.; Mokhtar, S.S. The impact of perceived security on e-trust, e-satisfaction and adoption of electronic banking...
  • Keelery, S. (7 July 2020). INTERNET Usage in India—Statistics & Facts. Available online: https://www.statista.com/topics/2157/internet-usage-in-india/...
  • Santo, P.E.; Marques, A.M.A. Determinants of the online purchase intention: Hedonic motivations, prices, information and trust. Balt. J. Manag....
  • Shen, K.N.; Khalifa, M. System design effects on online impulse buying. Internet Res. 2012, 22, 396–425. https://doi.org/10.1108/10662241211250962...
  • Shim, S.; Eastlick, M.A.; Lotz, S.L.; Warrington, P. An online pre-purchase intentions model. J. Retail. 2001, 77, 397–416. https://doi.org/10.1016/s0022-4359(01)00051-3...
  • Shu, W.; Chuang, Y.H. The perceived benefits of six-degree-separation social networks. Internet Res. 2011, 21, 26–45. https://doi.org/10.1108/10662241111104866...
  • Siddiqui, M.S.; Siddiqui, U.A.; Khan, M.A.; Alkandi, I.G.; Saxena, A.K.; Siddiqui, J.H. Creating electronic word of mouth credibility through...
  • Sin, S.S.; Nor, K.M.; Al-Agaga, A.M. Factors Affecting Malaysian young consumers’ online purchase intention in social media websites. Procedia...
  • Steiger, J. Understanding the limitations of global fit assessment in structural equation modeling. Personal. Individ. Differ. 2007, 42, 893–898...
  • Szymanski, D.M.; Hise, R.T. E-satisfaction: An initial examination. J. Retail. 2000, 76, 309–322. https://doi.org/10.1016/S0022-4359(00)00035-X...
  • Thinh, N.H.T.; Van Huy, L.; Son, N.T. The Impact of Website Service Quality on Customer Trust and Purchase Intentions in the Hotel: Theoretical...
  • Tsvetovat, M.; Sycara, K. Customer coalitions in the electronic marketplace. In Proceedings of the International Conference on Autonomous...
  • Verma, P. The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model. J....
  • Vinerean, S.; Cetina, I.; Dumitrescu, L.; Tichindelean, M. The Effects of Social Media Marketing on Online Consumer Behavior. Int. J. Bus....
  • Wang, Y.S.; Wang, Y.M.; Lin, H.H.; Tang, T.I. Determinants of user acceptance of Internet banking: An empirical study. Int. J. Serv. Ind....
  • Weisberg, J.; Te’eni, D.; Arman, L. Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet...
  • Wheaton, B.; Muthen, B.; Alwin, D.F.; Summers, G. Assessing Reliability and Stability in Panel Models. Sociol. Methodol. 1977, 8, 84–136.
  • Wronka, C. Impact of COVID-19 on financial institutions: Navigating the global emerging patterns of financial crime. J. Financ. Crime 2022,...
  • Wu, I.-L.; Chen, J.-L. An extension of Trust and TAM model with TPB in the initial adoption of on-line tax: An empirical study. Int. J. Hum....
  • Yang, Y.; Hu, Y.; Chen, J. A web trust-inducing model for e-commerce and empirical research. In Proceedings of the 7th International Conference...
  • Yousafzai, S.Y.; Pallister, J.G.; Foxall, G.R. A proposed model of e-trust for electronic banking. Technovation 2003, 23, 847–860. https://doi.org/10.1016/S0166-4972(03)00130-5...
  • Zimmer, J.C.; Arsal, R.E.; Al-Marzouq, M.; Grover, V. Investigating online information disclosure: Effects of information relevance, trust,...