Title: Examining role of trust in shaping online shopping attitude among women: an empirical assessment

Authors: Nupur Arora

Addresses: Vivekananda Institute of Professional Studies, AU Block Pitampura, New Delhi 110015, India

Abstract: Regardless of this rise in the number of internet users in India, the penetration rate of internet shopping in the country still remains little. Thus, this paper emphasises on building a framework around the factors that are responsible for lack of trust in Indian women consumers on internet shopping and presentation their effect on the women consumers' shopping attitude. A sample of 508 women was administered across India. Techniques of exploratory and confirmatory factor analysis as well as structure equation modelling with AMOS were employed to confirm factor configuration and to perform second-order SEM on the nine-point Likert scale. The results signify that the three antecedents impact trust in e-commerce among women in India and there is a positive impact of trust in e-commerce on online shopping attitude among women online shoppers in India, whereas age has no significant moderation effect on the relationship between trust and attitude towards online shopping.

Keywords: online shopping; trust; online shopping attitude; moderating influence; age; website quality; website reputation; electronic word of mouth; EWOM.

DOI: 10.1504/IJPSPM.2020.110143

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.748 - 766

Received: 08 Apr 2019
Accepted: 12 Aug 2019
Published online: 07 Oct 2020 *

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