Examining consumer trust based on product information in e-commerce / Siti Naemah Md Azlan

Trust is the main factor that affects consumers to buy through e-commerce. The challenge for a consumer to buy a product in e-commerce is to make a decision to buy or not to buy the product. Lack of product information is one of the challenges for a consumer as they unable personally to inspect the products that they want to buy. In addition, poor quality of product images is also another factor cause difficulty of visualizing the condition of the product. These challenges may influence consumer trust in e-commerce. This study is aimed to determine the significant factors that contribute to consumer trust based on product information in e-commerce. Three objectives have been formed. The first objective is to identify the measurement of trust in e-commerce. Secondly, is to identify factors based on prior studies that affect consumer trust in e-commerce. Lastly the third objective is to examine consumer trust based on the product information in e-commerce. The survey is conducted using quantitative methods with 226 students and working people with Information Technology background. The results from analysis have found that there are relationships between: information presentation and consumer trust; consumer satisfaction and consumer trust; consumer satisfaction and the consumer willingness to buy; and the relationship between consumer trust and consumer willingness to buy. These findings indicate that product information is very important in gaining consumer trust in e-commerce.