TRUST IN BUSINESS TO CONSUMER E-COMMERCE

BOLANLE WAHAB ADIJAT
Computer Science, Federal University of Agriculture, Abeokuta
March, 2015
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Abstract

An often mentioned reason why consumers do not purchase from internet vendors is lack
of trust. The lack of physical clues and interaction in the online environment make it
difficult to establish trust with consumers. Building trust on the internet is a challenge for
online vendors. This research work is aimed to get better understanding of consumer trust
in business to consumer E-commerce by considering the most important antecedents to
build online trust in consumers. The antecedents guided the empirical research in which
our purpose was to investigate the correlation co-efficient at which consumers feel trust
online. Findings show that system assurance has the highest correlation co-efficient. This
result also showed that security and privacy are of great importance for consumers to feel
trust in order to purchase online. However, it was found design, consumers’ service,
system assurance, propensity to trust, familiarity and guarantee have a significant linear
relationship to consumer trust.