Determinants of trust and purchase intention in online environment

Abstract

An intensive development of information and communication technologies has contributed to an increasing number of individuals who prefer online shopping. Hence, examining the factors that determine their decision is the subject of significant attention of the academic and professional public. When it comes to online shopping, one of the main tasks is to create consumer trust. This process is conditioned by numerous factors, some of which are included in the research model of this paper. More precisely, the paper uses exploratory factor analysis and multiple regression analysis to examine the extent to which perceived risk, quality of the website and experience in its use, as well as the implementation of the concept of social responsibility contribute to creating consumer trust in online shopping. Simple regression analysis has indicated that in the process of online shopping, trust has a statistically significant and positive impact on purchase intention.