Consumer’s Level of Trust in Online Shopping: Empirical Evidence from Pakistan

Trust plays a vital role in E-commerce. This study purpose is to evaluate trust level of customers in Pakistan related to online shopping. Study focused on trust factor which is affected by product/service quality, person’s ability and information related to seller & intermediaries. It highlighted the consumer buying behavior according to trust level of consumer. Government College University Faisalabad and University of Agriculture Faisalabad from Faisalabad, Pakistan selected for data collection. Students and teachers of both universities are randomly selected who have online shopping experience. The sample included 50 respondents, correlation and regression used to analyze the respondents’ response. The results proposed that trust is not affected by product/service quality, but information and person’s ability affected trust level of consumer. By observing research results, firms can evaluate the trust level of consumer related to E-commerce. Research suggested some implications of E-commerce like Information policies, guarantee policies and reputation policies. This study contributed to the existing literature of trust related to E-Commerce. This study is equally important for B2B (Business to Business) and B2C (Business to Consumer) firms. They can get benefits and fruitful results by applying research analysis. As our sample size is small, therefore it is needed to conduct research at the highest level. If the research scope will be broader, more new aspects relevant to E-Commerce can be revealed. Moreover, a longitudinal study will help to understand these processes more deeply.