Identifying Customers' Preference of Trust Factors in Adoption of B2C E-Commerce in India

Abstract

Internet penetration has changed the traditional ways of doing business. Globally, there is a steep rise in the people buying over Internet or doing Ecommerce, as we say it. Ecommerce has great potential in India, especially in the era of busy lifestyles, scarcity of time, bad traffic jams and availability of attractive offers online. Deeper Internet and 3G penetration, soaring living standards, superfluous income, better deals online and cash on delivery option; Indians have all the reasons to practice online shopping. But, there is other side to the story as well. Despite adequate reasons to go for online shopping, many Indians still do not trust e-vendors. They are apprehensive about the security and privacy of their information, product quality, credit card fraud, product delivery, availability of returns or exchanges and authenticity of the products. So, the significance of consumers’ trust in ecommerce cannot be overlooked. This paper provides an overview of customers’ preference of trust factors existing in Indian Ecommerce market space. The study attempts to help e-vendors to understand the expectations of the customers better and enhance their commercial websites in order to boost their sales. On the other hand, it provides finer insight to the customers with a view to indulge in online shopping more advantageously. This research is based on the inquisition of experts in Indian Ecommerce market. AHP Technique was used to prioritise the trust factors gathered from these experts through questionnaires.

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