Paper Title
Examining Key Determinants of Customers’ Trust in C2C Online Shopping
Abstract
Building and retaining customer trust is important for the success of online businesses as customers could easily
shift from one online shopping platform to another. The key to retaining customers trust is maintaining long-term
relationship between companies and customers. This study examined the influence of privacy protection, security
protection, third party verification, website quality, reputation, and quality of information on online shoppers trust in a C2C
context. Convenient sampling was used to collect data from 500 online shoppers via online survey. The 5 point Likert
scaling technique was used in the questionnaire. Findings of this study revealed that privacy protection, security protection,
third party verification, website quality, reputation, and quality of information explained 67% of the variance in customers
trust among online shoppers. However, only reputation, security protection and privacy were significant at 0.05, hence are
key determinants of customers trust in online shopping. As such online businesses should focus on strengthening their
reputation to minimize risk perception in online customer’s transaction. This would establish greater trusts among online
customers to perform online transactions. Building trust too would ensure online customers that the security of their online
transaction is well protected and their transaction details kept private.
Keywords - Privacy and Security Protection, Third Party Verification, Website Quality, Reputation, Quality of Information,
Customer Trust.