Importance Of Trust And Loyalty In Online Shopping

2.1.4 Trust and Loyalty:

According to (Stank, et al. 2003), loyalty is a long-term commitment to purchasing; including the positive attitude displayed by the buyer to the seller and repeated purchasing behaviour. The online shopping trend has been developed along with the development of internet. Thus, it is relatively new and most of the costumers have only little experiences. Thus, most of the new customers faced different kinds of challenges while shopping online. New customers fear of loyalty and trust while purchasing any electronic goods online. The past experiences of the customers have generated these kinds of rumours about the online shopping. Customers fear of receiving fake products, different kinds of frauds while purchasing online.

Consumers cannot physically check the quality of a product or monitor the safety and security of sending sensitive personal and financial information while shopping on the Internet (Lee und Turban 2001). As illustrated by (Egger 2006) sufficient trust needs to exist when placing an order online and when the customer submit his or her financial information and other personal data in undertaking financial transactions. On the same way some other studies have also discovered that when the customers feels more secure and free of risks then their desire of shopping online will constantly increase. Thus, perceived risk has a direct and negative influence on the loyalty toward the online shopping platform (Murray und Schlacter 1990). Trust and loyalty are the main important factors that determine the quality of online shopping sites and corresponding

The main key factors to make it successful are providing all the relevant information, must be personalized, complete, relevant and easy to understand. Developers must also ensure that the buyer or the supplier can look up transaction data for any time (DeLone und McLean 2004). In today’s world, Internet is considered as the fastest means of communication. Thus, the online shoppers desire to have more interaction and fast communication with the service person that is relevant to transfer information about the products and services as well as the abundant information that is immediate, customized and diverse. Thus, regarding the above factors, consumers are more insistent that online shopping sites provide content of high quality (Bauer, Grether und Leach 2002). Websites providing the good information quality help consumers to enjoy their shopping experience and assist them to make better purchasing decisions (Ahn, et al. 2004). The online sites providing more information are considered as the successful online shopping sites. Thus, Information quality has a great impact on the shopping behaviour of the