Factors Effecting Consumer Trust in Online Purchases

Ziaur Rehman, Aleena Syed, Muhammad Ahsan Khan, Roha Ali


This research shows the relationship between the factors that impact consumer’s online experience while doing purchases through websites and how much potential lies in e- marketing. Online experience refers to quality of information available at website, online security and privacy provided there, perceived risk of consumer regarding monetary and delivery of products, word of mouth of people that surround us and trustworthiness of the brand that consumer intends to purchase. In the light of above, research focus on independent variables like lineament of data, surety and secrecy, sensed hazard, Word of mouth and Brand trustworthiness which influences directly on consumer’s online experience. In this quantitate study, 230 questionnaires were used in this study. The statistical analysis of the data collected from manufacturing and services sectors reflects all the independent variables i.e. Lineament of data, Surety and secrecy, sensed hazard, Word of mouth and Brand trustworthiness has strong effect on consumers online experience. This result concludes that improving all these variables our consumer industry can improve their businesses via online portals.

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DOI: https://doi.org/10.5296/ijgs.v2i1.14039


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