Essay On The Importance Of Trust In E-Commerce

(Alba et al., 1997), product reviews, and abundance of product and service information (Evans and Wurster, 1999) after they know that a certain product is sold online and can be obtained online conveniently.

However, consumers will be deterred or prevented from shopping online if the knowledge about the product sold online or knowledge that it can be purchased online is not available or the information on the website is not clear and not available to be understood, or even the website itself is not available. Gehrt and Yan, 2004 is right to conclude that consumers that do not have any knowledge about online shopping will never consider this option of shopping.

Kwak et al. (2002) have conducted research to find the factors that directly or

Trust in the website can reduce uncertainty of any possible or potential consumers to shop online. Without trust, not only it will increase consumers ' doubts and fears of unreliability, consumers will also worry, fear and feel exposed to the risks of being cheated. As consumers do not know the way or method that each online shopping transaction is conducted, it is imperative for a safe online environment so consumers can feel safe when making their purchase. In an online shopping context, consumers worry and fear as they are prone to vulnerability. They are exposed and highly in risk when they share their private information online and hackers have the opportunity to take their private information such as credit card details, home address, private email address and many more (Kim and Bensabat, 2003). This is true as there are many cases of fraud which have been discovered. The reliability and trust of each website or the seller is paramount as this may defer consumers ' chances of purchasing. Websites must be equipped with the highest form of security measures to avoid hackers having the opportunity to obtain information of