Consumer Behavior

Factors Affecting Initial Trust in an Online Shopping

  • Jungmin Yoo (East Carolina Univeristy)
  • Minjeong Kim (Oregon State University)


With the rapid growth of online retailing, consumers have a vast number of websites to choose from when shopping online. While multichannel retailers that expanded online based off their successful brick-and-mortar or catalog operations benefited from their existing customer bases and brand/retailer names, many pure e-retailers have been challenged by their lack of brand equity in the market. Due to lower barriers to market entry, a number of new online businesses are flourishing, yet only a small fraction of them can survive in the competitive online market. One of the key challenges for a new business is the lack of initial trust between the eretailer and the consumer.

Keywords: Purchase intention, product review, website reputation, initial trust

How to Cite:

Yoo, J. & Kim, M., (2013) “Factors Affecting Initial Trust in an Online Shopping”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
01 Jan 2013
Peer Reviewed