Shukla (2014) concluded that the appearance of the web site had a direct effect on the consumers’ perception of security and trust in the eCommerce vendor. Simply put, a visually appealing and professional appearing web presence mitigates the consumers’ perceived risk and enhances trust. More importantly, the researcher demonstrated that a significant and positive correlation exists between the consumers’ perceived risk and order placement.
However, the number of errors encountered on the eCommerce site can erode consumers’ trust and intention to purchase. Furthermore, the consumers’ intention to purchase has a significant and positive relationship with their satisfaction with the purchasing process. The lower the number of errors experienced and the higher satisfaction with the purchasing process, the higher the consumer trust and the intention to purchase (Shukla, 2014).
Therefore, eCommerce retailers should strive to develop professional, visually appealing websites, which operate error free and provide a high level of consumer satisfaction with the purchasing process. However, even if the eCommerce retailer is successful in providing this type of environment, the consumer will continue to experience some anxiety until the product is delivered (Shukla, 2014).
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Nardal, S., & Sahin, A. (2011). Ethical issues in E-commerce on the basis of online retailing. Journal of Social Sciences, 7(2), 190-198. doi: 10.3844/jssp.2011.190.198
Shukla, P. (2014). The impact of organizational efforts on consumer concerns in an online context. Information & Management, 51(1), 113-119. doi: 10.1016/j.im.2013.11.003
Smith, H. J., Dinev, T., & Xu, H. (2011). Information privacy research: An interdisciplinary review. MIS quarterly, 35(4), 989-1016. Retrieved from: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.403.4435&rep=rep1&type=pdf