Abstract
Several studies have shown that consumers perceive higher risks buying online than in conventional way. Perceived risks affect
all purchase decisions and consumers’ behavior, by deterring them to buy. These risks come from the lack of trust of shoppers
toward online vendors’ credibility. The main field of research in this paper is to investigate how trust is affecting the consumers
engagement to e-commerce, in order to conclude in which security measures should be taken in order to mitigate perceived
risks. A framework for a field research is also given in order to identify the causal relationships between electronic service
quality and e-loyalty, e-satisfaction and e-trust.
© 2014 The Authors. Published by Elsevier Ltd.
Selection and peer-review under responsibility of the 3rd International Conference on Integrated Information.
Keywords: online shopping; e-commerce; e-trust; risk reduction