DETERMINANTS OF TRUST AND PURCHASE INTENTION IN ONLINE ENVIRONMENT

Abstract

An intensive development of information and
communication technologies has contributed to an increasing number
of individuals who prefer online shopping. Hence, examining the
factors that determine their decision is the subject of significant
attention of the academic and professional public. When it comes to
online shopping, one of the main tasks is to create consumer trust.
This process is conditioned by numerous factors, some of which are
included in the research model of this paper. More precisely, the
paper uses exploratory factor analysis and multiple regression
analysis to examine the extent to which perceived risk, quality of the
website and experience in its use, as well as the implementation of the
concept of social responsibility contribute to creating consumer trust
in online shopping. Simple regression analysis has indicated that in
the process of online shopping, trust has a statistically significant and
positive impact on purchase intention.