Customer Trust and Purchase Intention in Online Shopping: An Integrated Model

Abstract

In today's e-environment, internet shopping behavior is both crucial and intriguing. It is closely related to consumer behavior and choices made at the time of purchase. As a result, businesses use a variety of marketing strategies to capture consumers' attention when they are considering making a purchase. The current study provides the framework of Perceived risk, perceived benefit, perceived expectation, Vendor’s reputation, consumers perceived trust and online shopping intention. A total of 323 online shoppers were asked to provide data via distribution of a questionnaire. A non-probability simple random sampling technique was used. In analysis, AMOS 16.0 was used to analyze the data for measurement model, and Spss was used for the structural model to measure the constructs of the framework. The results indicate that trust directly affects a consumer’s intention to purchase and the consumer trust is negatively affected by perceived risk and vendor’s reputation, but trust is positively affected by customer’s expectation, and perceived benefit. Therefore, this study makes us understand the factors that are helpful in generating trust while shopping online. Implications and practice as well as limitation and future directions are discussed.