Risk Reduction Strategies in Online Shopping: E-trust Perspective

Several studies have shown that consumers perceive higher risks buying online than in conventional way. Perceived risks affect all purchase decisions and consumers’ behavior, by deterring them to buy. These risks come from the lack of trust of shoppers toward online vendors’ credibility. The main field of research in this paper is to investigate how trust is affecting the consumers engagement to e-commerce, in order to conclude in which security measures should be taken in order to mitigate perceived risks. A framework for a field research is also given in order to identify the causal relationships between electronic service quality and e-loyalty, e-satisfaction and e-trust.