Online Buying Behavior and Perceived Trustworthiness
Mahmud A. Shareef *
School of Business, North South University, Dhaka, Bangladesh.
Norm Archer
DeGroote School of Business, McMaster University, Hamilton, ON, Canada.
Wilfred Fong
Toronto University, Toronto, ON, Canada.
Mir Obaidur Rahman
School of Business, North South University, Dhaka, Bangladesh.
Inder Jit Mann
Sprott School of Business, Carleton University, Ottawa, ON, Canada.
*Author to whom correspondence should be addressed.
Abstract
Trustworthiness perceived by customers plays a very important role in pursuing online buying, particularly in the business-to-consumer (B2C) E-commerce (EC) purchase process. After a thorough investigation of the literature, this study reveals that privacy, security, behavioral attitudes, cognitive perception, and fulfillment/reliability are significant antecedents of perceived trustworthiness that affect the purchasing behavior of customers in B2C EC. This study reviews the literature dealing with trust in EC and develops a conceptual framework for formation of perceived trustworthiness by customers in B2C EC.
Keywords: Business-to-consumer, E-commerce, trust, purchase behavior, consumer