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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 812) Last page : ( 816)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00128.2

Online Customer's Trust: A Methodological and Thematic Review

Chauhan Rashika1,*, Ohrie Damini1,**, Rana Parul1,***, Mehendale Smita2,****

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 E-mail: rashika.chauhan2019@sims.edu, rashika.chauhan001@gmail.com

**damini.ohrie2019@sims.edu, ohried12@gmail.com

***parul.rana2019@sims.edu, parulrana2604@gmail.com

****smita.m@sims.edu, smita12win@gmail.com

Online published on 2 June, 2018.

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.

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Keywords

E-commerce, Online Trust, E-WOM, Methodological Review, Thematic Review, Systematic Literature Review.

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