Examining Key Determinants of Customers’ Trust in C2C Online Shopping
Building and retaining customer trust is important for the success of online businesses as customers could easily shift from one online shopping platform to another. The key to retaining customers trust is maintaining long-term relationship between companies and customers. This study examined the influence of privacy protection, security protection, third party verification, website quality, reputation, and quality of information on online shoppers trust in a C2C context. Convenient sampling was used to collect data from 500 online shoppers via online survey. The 5 point Likert scaling technique was used in the questionnaire. Findings of this study revealed that privacy protection, security protection, third party verification, website quality, reputation, and quality of information explained 67% of the variance in customers trust among online shoppers. However, only reputation, security protection and privacy were significant at 0.05, hence are key determinants of customers trust in online shopping. As such online businesses should focus on strengthening their reputation to minimize risk perception in online customer’s transaction. This would establish greater trusts among online customers to perform online transactions. Building trust too would ensure online customers that the security of their online transaction is well protected and their transaction details kept private.
Keywords - Privacy and Security Protection, Third Party Verification, Website Quality, Reputation, Quality of Information, Customer Trust.