Trust dimensions in E-retailing: a strategic exploration

E-commerce is growing phenomenally and is rapidly changing the face of today's marketplace as more and more consumers move away from traditional "brick-and-mortar" sales channels toward sales channels that primarily rely on the Internet but the penetration rate of Internet shopping is still low. Internet users are still hesitant to be a part of it. One of the critical reasons is the lack of trust. Trust is an implicit factor in developing any relationship and relationships do matter in life, whether personal or professional. This work deals with trust in e-commerce and the ways to improve it. The focus of the paper is development of trust through understanding and analyzing the risks, as perceived by the customers. This paper provides a conceptual model and framework for future empirical investigations as to why people are still apprehensive to purchasing on the Internet. The author in This work has proposed a customer orientation framework in which the emphasis is on providing a favourable and positive environment for shopping to the right set of customers so that they are motivated enough to shop online.