Online Buying Behavior and Perceived Trustworthiness
Mahmud A. Shareef, Norm Archer, Wilfred Fong, Mir Obaidur Rahman, Inder Jit Mann
Current Journal of Applied Science and Technology · pp. 662–683 · Published 2 May 2013
10.9734/BJAST/2013/2394Abstract
Trustworthiness perceived by customers plays a very important role in pursuing online buying, particularly in the business-to-consumer (B2C) E-commerce (EC) purchase process. After a thorough investigation of the literature, this study reveals that privacy, security, behavioral attitudes, cognitive perception, and fulfillment/reliability are significant antecedents of perceived trustworthiness that affect the purchasing behavior of customers in B2C EC. This study reviews the literature dealing with trust in EC and develops a conceptual framework for formation of perceived trustworthiness by customers in B2C EC.
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