Consumer trust in the online environment

Abstract

In recent years, the use of internet is growing rapidly in Turkey. With the rise of the internet usage, shopping habits of Turkish people has also changed. The amount of online sales increased by more than ten times between the years 2005 and 2010 in Turkey. However, the sales amounts are below the averages of developed countries and many consumers still have some reservations because they do not trust online firms. This study aims analyze consumer trust and examine the relationship between "trust dimensions and determinants of trust" and "online consumer trust". Data collected from 248 online consumers was analyzed by using descriptive, factor, correlation, and difference (t-test and ANOV A) analyses. The results of analyses show that there are negative and positive relations between online consumer trust; and dimensions of trust, belief in business self-regulation, satisfaction from previous online purchases and online risk perception. In the study, the three dimensions of trust (competence, integrity, and benevolence) which have an important place in the online trust literature, have also been tested with Turkish consumers and new subdimensions of online trust are discovered.