Information, E-service & Usefulness Impact on Consumer Trust

ABSTRACT

The aim of this research is to study the factors affecting consumer trust in online shopping, since e-commerce industry is growing rapidly in Pakistan. The questions of this research is to find out relationship among information quality, e-service quality, usefulness and consumers' trust and determine the impact of information quality, e-service quality and usefulness on consumers' trust in online shopping in Pakistan. Quantitative research approach was considered to be adopted for this research and questionnaire was adopted from existing literature.

To collect primary data a self-administered survey was conducted using simple random convenient sampling and the research modal was tested empirically by using a sample of 150 questionnaires, collected online from online shoppers. Correlation was applied to find out the relationship among variables and regression was applied to find out the impact of (independent variables) information quality, e-service quality and usefulness (on dependent variable) consumers' trust. The results indicate that information quality and e-service quality have low correlation with consumers' trust and usefulness has negligible negative correlation with consumers' trust and the information quality, e-service quality and usefulness have statistically significant impact on consumers' trust.

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Keywords: E-service quality, information quality, usefulness, consumer trust, business model

Table of Contents

TOC o "1-3" h z u

ABSTRACT PAGEREF _Toc502967484 h iii

CHAPTER 1: INTRODUCTION PAGEREF _Toc502967485 h 6

1.1Background of the Study PAGEREF _Toc502967486 h 6

1.2 Problem Statement PAGEREF _Toc502967487 h 7

1.2.1Purpose PAGEREF _Toc502967488 h 7

1.3Research Questions PAGEREF _Toc502967489 h 7

1.4Objective of the study: PAGEREF _Toc502967490 h 8

1.5Justification PAGEREF _Toc502967491 h 8

1.6Limitations PAGEREF _Toc502967492 h 8

1.7Scope PAGEREF _Toc502967493 h 9

1.8Assumptions PAGEREF _Toc502967494 h 9

1.9Definition of Terms PAGEREF _Toc502967495 h 9

1.9.1 Information quality PAGEREF _Toc502967496 h 9

1.9.2E-Service quality PAGEREF _Toc502967497 h 9

1.9.3Consumer Trusts PAGEREF _Toc502967499 h 10

CHAPTER 2: LITERATURE REVIEW PAGEREF _Toc502967500 h 11

2.1 Theory PAGEREF _Toc502967501 h 11

2.1.1 Agency Theory PAGEREF _Toc502967502 h 11

2.2 Empirical Study PAGEREF _Toc502967503 h 11

2.3 Theoretical Framework PAGEREF _Toc502967504 h 16

CHAPTER 3: RESEARCH METHODOLOGY PAGEREF _Toc502967505 h 17

3.1Research Design PAGEREF _Toc502967506 h 17

3.2Population PAGEREF _Toc502967507 h 17

3.3Sample and Sampling method PAGEREF _Toc502967508 h 17

3.4Data Collection Method and Instrument PAGEREF _Toc502967509 h 18

3.5Variables PAGEREF _Toc502967510 h 18

3.5.1 Dependent Variable PAGEREF _Toc502967511 h 18

3.5.2Independent Variables PAGEREF _Toc502967512 h 18

3.6Hypothesis PAGEREF _Toc502967513 h 18

3.7Plan of Analysis / Statistical Tool PAGEREF _Toc502967514 h 18

3.8Software Employed PAGEREF _Toc502967515 h 19

CHAPTER 4: DATA ANALYSIS AND FINDINGS PAGEREF _Toc502967516 h 20

4.1Pilot Study PAGEREF _Toc502967517 h 20

4.2Respondents Demographics PAGEREF _Toc502967518 h 21

4.3Descriptive Analysis PAGEREF _Toc502967519 h 25

4.4Discussion PAGEREF _Toc502967525 h 25

CHAPTER 5: CONCLUSION & RECOMMENDATIONS PAGEREF _Toc502967526 h 27

5.1Conclusion PAGEREF _Toc502967527 h 27

5.2 Future Recommendations PAGEREF _Toc502967528 h 27

References PAGEREF _Toc502967529 h 28Bibliography PAGEREF _Toc502967530 h 28