Proposing a Quantitative Model Towards Building Trust in B2C E-Commerce

The Relevant Literature Review

The topic of trust is an important issue in the context of various businesses. Because, indeed without trust no business could achieve its determined goals. On the other hand Asf et al. (2015) in their study found that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and e-WOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping. Papadopoulou et al. (2001) by literature argue that the foundation of a successful and lasting relationship with the customer is trust, as it largely determines the customer's future behavior and loyalty towards the business.