Title: Factors identification of online reputation and relationship with trust: a study of generation Y

Authors: Rashik Gupta; Karteek Ponnuru; Anil Kumar; Shrawan Kumar Trivedi

Addresses: MBA in Business Analytics, School of Management, BML Munjal University, Gurgaon, Haryana, India ' MBA in Business Analytics, School of Management, BML Munjal University, Gurgaon, Haryana, India ' School of Management (Marketing Analytics and Decision Science), BML Munjal University, Gurgaon, Haryana, India ' School of Management (Decision Science and Information System), BML Munjal University, Gurgaon, Haryana, India

Abstract: Trust is a major factor for business, be it online or offline without trust a business transaction is impossible. Trust and reputation together act as a key differentiator in determining the success or failure of any firm. But there has been comparatively little research examining the relationship between trust of generation Y and online reputation. To fill this void in the existing literature, the objectives of this study are twofold: first is to identify the factors structure of online reputation and second is to find the relationship between identified factors with customers' trust related to online purchasing. Data has been collected from generation Y through a structured questionnaire. Exploratory factor analysis is used to find the factors' structure of online reputation and multiple regression analysis is utilised to find the relationship with the trust of customers. The study has findings in terms of what generation Y needs and looks for in an e-commerce site before purchasing and this find can help the service provider to target generation Y in the digital platform.

Keywords: online trust; online reputation; generation Y; exploratory factor analysis; EFA; multiple regression analysis; e-commerce.

DOI: 10.1504/IJBIS.2017.086326

International Journal of Business Information Systems, 2017 Vol.26 No.2, pp.151 - 165

Received: 18 Mar 2016
Accepted: 07 May 2016

Published online: 15 Aug 2017 *

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