Website characteristics, Trust and purchase intention in online stores: - An Empirical study in the Indian context

摘要

Lack of trust in online transactions has been cited, by past scholars,as the main reason for the abhorrence of online shopping. In this paper weproposed a model and provided empirical evidence on the impact of the websitecharacteristics on trust in online transactions in Indian context. In the firstphase, we identified and empirically verified the relative importance of thewebsite factors that develop online trust in India. In the next phase, we havetested the mediator effect of trust in the relationship between the websitefactors and purchase intention (and perceived risk). The present study for thefirst time provided empirical evidence on the mediating role of trust in onlineshopping among Indian customers.