An Analytical Study of the Trust Concerns of Online Buyers in India

Trust is an important requisite for any online transaction to take place. This paper presents an overview of various trust factors which exist in Indian e-Commerce market place and the customers’ inclination towards these factors. The study attempts to provide a tool to the e-vendors to understand what the customers expect from a website in order to make that initial purchase and hence, improve upon their online stores to attract more customers. In addition to this, the study aims at enhancing the knowledge base of the online customers by providing them a finer insight with a view to indulge in online shopping more advantageously. The study is based on the data collected through questionnaires and is conducted mainly on the experts in Indian e-Commerce market who have in depth knowledge about executing online transactions successfully. The study uses pair-wise comparisons to assess the significance of each of the trust factor within its class. Expert Choice software is used to perform sensitivity analysis on these factors. Keywords: e-Commerce Trust, Indian Customers’ Trust, Online Trust, Trust Factor