Trust, which is closely related to

Trust, which is closely related to security, is a very important factor in the online buying process behavior process. In general, you cannot feel, smell, or touch the product. You cannot look into the salesperson’s eyes. Therefore, these ways of developing trust are excluded on the Internet. Brand trust usually contributes to a reduction of uncertainty. In addition, trust is a component of the attitudinal component of loyalty. So it is obvious that loyalty in general and brand trust in particular can help to overcome some of the Internet’s disadvantages, e.g. to overcome perceptions that the Internet is an unsafe, dishonest, and unreliable marketplace. In fact, these perceptions are still stopping some potential customers from doing business on the web. A “third party approval” is a tool to generate trust. Companies like TRUSTe.com assure customers that merchants participating in their program meet specific standards of consumer privacy and transactional security.

Gommans et al. 2001 claim that trust is an extremely important dimension in online purchasing process behaviour process. Generally, the customer can not smell, feel, or touch the product. Thus, the marketer should attract customer by create trust on the internet.