For any business that hopes to make sales online, establishing trust should be a priority. When users have no hesitation to trust the seller and provide the necessary information, the business has a chance to succeed. In this article we provide a theoretical and conceptual background that illustrates the differences between offline and online consumer behavior process. Then we identify some basic factors that drive consumers to decide to buy or not to buy through online channel and you can do to help visitors feel more comfortable and to encourage purchases through trust.
There are many reasons why people shop online. For examples, consumers can buy anything anytime without going to the store; they can find the same product at a lower price by comparing different websites at the same time; they sometime want to avoid pressure when having a face-to-face interaction with salespeople; they can avoid in store traffic jam, etc. Finally, we draw managerial implications of how online sellers can use this knowledge to improve their online stores to be more attractive and get more online shoppers
These factors can be summarized into four categories—convenience, information, available products and services, and cost and time efficiency.