Gommans et al. 2001 claim that trust is an extremely important dimension in online purchasing process behaviour process. Generally, the customer cannot smell, feel, or touch the product. Thus, the marketer should attract customer by create reliability on the online shopping. While, Grabner-Krauter and Kalusha (2003) point out that Internet-based commercial transactions are believed to present several risks to customers. Shopping online is
Purchasing online is considered risky, since customers lack direct contact with the company, i.e. through sales personnel or the physical store (Reichheld and Schefter, 2000), and have to hand over sensitive information, such as credit card numbers, in order to complete the transaction. The absence of interpersonal interaction also suggests that online trust is mainly cognitive, i.e. based on customers’ judgments of the reliability and capabilities of the merchant or the exchange channel, and not affective trust, i.e. founded on a bond among individuals