Title: Reliability of the online payment process and its impact on online purchase behaviour

Authors: Sukanya Kundu; Saroj Kumar Datta

Addresses: Alliance School of Business, Alliance University, Bangalore, India ' School of Business, Galgotias University, NCR, India

Abstract: With the advent of the online payment system and its phenomenal growth, an important question arises with regards to its 'reliability'. Reliability can be considered as a measure of performance, in an abstract term. But the parameters which can be used to measure reliability may vary according to the stream of science in which the system operates. The first step would be to find the major dimensions of the term 'reliability' and then proceed with measuring this reliability. This research provides a conceptual framework of the term 'reliability' and examines customer perceptions' concerning reliability of e-payment processes. The results show that customers perceive rectification of errors in time and with the least intervention from their end as the greatest influencer of reliability of e-payment process. The results also revealed that reliability of e-payment processes has a major significant influence on online purchase behaviour.

Keywords: e-payment; reliability; online purchase behaviour; confidentiality; authentication; confirmation; rectification; technology; innovation; India; electronic payment; customer perceptions; consumer behaviour.

DOI: 10.1504/IJTMKT.2015.072174

International Journal of Technology Marketing, 2015 Vol.10 No.4, pp.396 - 412

Received: 26 Mar 2015
Accepted: 27 Mar 2015
Published online: 02 Oct 2015 *

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