Elements Of Trust In E-Commerce

Reliability or unsecure system was often cited as the main reason why many customers are still sceptical about some online vendors. The purpose of this paper is to identify the elements of trust in e- commerce interactions and how far the element of trust has influence a business transactions electronically.

Keywords : reliability,e-commerce,online shopping

Introduction

Online Shopping

In the recent years, online shopping has become so popular that consumers spent millions purchasing online products. According to Jifeng Luo, Sulin Ba and Han Zhang (2012) the users that regularly buys the product and services online is more than 50 percent. Online shopping in Malaysia is still in the stage of infancy. Research by

Lack of trust has always been identified as one of the most formidable barriers to people engaging in e-commerce use. According to CJin, R Yan (2013) trust refers to the willingness to rely on recognized players, organisation and systems which the e-commerce interactions occur. Whereas Mayer et.al , defined trust as “the willingness of a party to be vulnerable to the action of another party based on the expectation that the other will perform particular action important to trustee, irrespective of the agility to monitor or control the other party”. This involves transactions in which both financial and personal information is submitted to unknown merchants by the internet. Trust was often cited as main reason why many customers are still sceptical about some online vendors H Pouteri(2012). Naturally, it is not easy to gain people’s trust as this particular trust is not an object that can be created and controlled easily. The future of e-commerce is, at best tenues without general climate of online trust. M Salehan, SM Mousaviah (2013), argues that the lack of trust among internet users is the most significant long-term barrier for e-commerce. Understanding the nature of trust is a major issue for both internet researchers and practitioners as internet shopping is a relatively new phenomenon with enormous potential Js

Consumer may also want to experiences shopping, to know about the products and services as well as which channel that best suited the group of customers N Lakzad, M Behravesh (2011). In online shopping, consumer purchases are based on product information, product offering, images and pictures of the product in comparison with traditional shopping and which consumer is able to taste, touch and smell the products. The similarity of online shopping and brochures is consumers could not have a physical touch and smell the products. In online shopping, there are resemblance between looking through brochures or catalogue and browsing through online shopping where the consumers have limits in touching or smelling the item (Spiller and Lohse, 2010). The key behind online shopping is due to the convenience (Eastlick and Feinberg 1994). The tool that measures convenience is by effort savings (eg: easy to find products) and location (eg easy to find locate store and finding parking space)(Lindquist , 2012). In virtual shopping, the characteristic of conveniences in the sense that products is delivered on time, easy to make order, and product is displayed accordingly (Lohse and Spiller 2009). Another reason that influence e-shoppers buying decision is due to the ease of ordering ( Eastlick , 2014; McDonald, 2010). According to Media Metrix(2010) online website generates more internet visitors to their website in comparison