Volume No. :   9

Issue No. :  1

Year :  2018

ISSN Print :  0976-495X

ISSN Online :  2321-5763


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Online Customer’s Trust: A Methodological and Thematic Review



Address:   Rashika Chauhan1, Damini Ohrie1, Parul Rana1, Smita Mehendale2
1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International University, Pune Maharashtra, India
*Corresponding Author
DOI No: 10.5958/2321-5763.2018.00128.2

ABSTRACT:
With the advent of technology there have been major changes that Indian market has witnessed. A massive change has been witnessed in the shopping experiences of customers. Buying from Brick and mortar store to shifting to online stores has been one of the examples to explain the same. But what really influences a customer to buy online? The research paper discusses the various factors that influence the customer’s decision. The review paper is a mix of qualitative and quantitative research that is based on non-empirical research. The research highlights the factors that affect the online customer trust and there are major indicators like E WOM, Attitude to technology, life style based purchases which have been highlighted in the paper. Some other factors like increased competition, prior customer purchase, demographics, and ecommerce institutional mechanisms have not been explained in detail but can be undertaken for future research. The paper major focus has been the role that customer trust has on the ecommerce platform.
KEYWORDS:
E-commerce; Online Trust; E-WOM; Methodological Review; Thematic Review; Systematic Literature Review.
Cite:
Rashika Chauhan, Damini Ohrie, Parul Rana, Smita Mehendale. Online Customer’s Trust: A Methodological and Thematic Review. Asian Journal of Management. 2018; 9(1):812-816.
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