preview

An Outline for a Research on Oline Shopping Essay

Satisfactory Essays

1.1. Research Aim and Rationale
Research Aim/Problem statement is that the area of online shopping needs to be thoroughly investigated from the perspective of trust of online sellers and consumer trust in online shopping.
Rationale is that online shopping can be researched from many aspects one of which is consumer trust that is caused by multiple categories of trust. This research focuses on the most important category “the trust of online sellers” and its factors.
1.2. Research Questions
• What are the factors of trust of online sellers that influence the consumer trust in online shopping?
• How these factors of trust of online sellers can be improved for better consumer trust in online shopping?
1.3. Research Objectives
• To …show more content…

Introduction of Literature Review
The importance of trust in building and maintaining consumer relationships in the online medium is widely accepted in the literature. Since the adoption of ecommerce, trust in online shopping has been investigated from various dimensions. This literature review will cover some of those studies covering dimension of trust of online sellers.
2.2. Literature Review of previous studies
Literature review can be categorized according to the title of various researches:
2.2.1. Consumer Trust on online Sellers
From the perspective of trustworthiness of Internet merchants, an article adopted a multidisciplinary approach and developed an integrative model of consumer trust in Internet shopping through synthesizing the three diverse trust literatures. The results provided strong support for the research model and research hypotheses(Christy MK Cheung & Lee, 2006).
2.2.2. Consumer Trust on onlineVendors
A study investigated the relationship between customers’ trust in an online vendor and their decisions to exit of the vendor’s website along the general consumer decision process. Results suggested that customers’ trust in an online vendor has significant effects on their decisions to exit of the vendor’s website, and that important salient trust antecedents appear to vary in different stages of decision process (Chau, Hu, Lee, & Ng, 2006).
2.2.3. Consumer Trust on onlineMerchants
Astudy

Get Access