The IUP Journal of Marketing Management
Demystifying the Key Antecedents of Consumer Trust in Online Shopping and Testing the Mediating Role of Consumer Trust: An Empirical Study

Article Details
Pub. Date : Feb, 2020
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM10220
Author Name : Saubhagya Bhalla
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 16



According to a report by financial services firm Morgan Stanley, online retail in India is estimated to grow over 1,200% to $200 bn by 2026, up from $15 bn in 2016. Lack of trust in online companies is a primary reason why many web users do not shop online. The present study is focused on the relationship of trust antecedents with consumer trust and consumer trust with online shopping. The data has been collected from 75 respondents through face-to-face interaction and Google forms. Linear regression has been applied to analyze the data. The results revealed that security and privacy concerns and perceived benefits are the major predictors of trust. However, familiarity with the site or prior knowledge, website design, layout and quality of information also positively impact trust. Consequently, consumer trust was found to have a significant relationship with online shopping.


Internet technology provides a diversified platform for conducting business globally in today's competitive environment. The way consumer buys the products and services has changed because of e-commerce.

Moreover, a recent report suggests that India will increase the number of Internet users by about 40% to between 750 million and 800 million and double the number of smartphones to between 650 million and 700 million by 2023 ("Internet Users in India to Rise by 40%, Smartphones to Double by 2023: McKinsey", The Economic Times, 2019).


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