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.

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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.

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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.
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