Formation of trust in e-commerce websites in Nigeria
Obi, Lynda C. 2013. Formation of trust in e-commerce websites in Nigeria. Masters Thesis University of East London Royal Docks Business School
|Authors||Obi, Lynda C.|
2013 dissertation for MSc in International Business Management. Selected by academic staff as a good example of a masters level dissertation.
This research investigates trust formation in e-commerce websites in Nigeria. Trust has been identified as an important factor that influences customer’s decision to engage in making purchases on the internet. With the aid of data analysis six categories were discovered as the antecedents of customer trust; ‘Past experience’, ‘Reputation’, ‘Confidentiality/privacy/security’, ‘Performance/Reliability’, ‘Feedback’ and ‘Legislation’. Findings are drawn from qualitative interviews on Nigerians who engage in online shopping. It was revealed that past experience with web vendors, reputation of the vendor, security of data, web vendor’s performance, feedbacks and government legislations are strong antecedents of customer trust.
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|Publication process dates|
|Deposited||08 Nov 2013|
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