How does System Design Impact on Trust in Online Shopping among Young Shoppers?

While a large number of young consumers in India frequently shop on the Internet, trust is one of the important factors which put them in dilemma. This study examines that how the trust can be built by the independent variables such as system quality, information quality, service quality and vendor & channel characteristics on the Internet shopping. A structured and self-administered survey (Wang and Emurian, 2005; Wild et al., 2004) was used to collect data from the young shoppers, basically the students who are doing under graduation and post graduation. Totally 216 young shoppers were responded in the online survey (quesitonpro.com). Confirmatory factor analysis was used to assess the research constructs, validity and reliability. Structural Equation Model (SEM) was also used to test the proposed research model.

The findings of the study indicates that the web store navigation, design, structure, and interaction (System Quality is 2.720), product/service details on web store, price comparison, customer support, FAQ and follow up services (Service Quality is 2.995), web store information, reliability of information, appropriate content, timely information on web store (Information Quality 3.537) and different vendors, trust on the vendors, price (Vendor & Channel Characteristics 3.632) are significantly influences the Trust of the consumers towards online shopping, where as RSq value is 0.496. The findings of the research limited to the students those who may not have consistent income and it generally examined the web stores of the consumers’ preference rather than one or more specific web store(s). It also helps marketers to focus on system quality and service quality.