Determinants of Online Trust: A Study of University Students of Uttrakhand

Abstract

Inferable from the quick improvement of the Internet and data innovation in India, the development of
Internet shopping has been really wonderful as of late. But In spite of such phenomenal growth in online
shopping in India, a large majority of online shoppers abandon the shopping cart, at a rate of over 70%,
which leads to trillions of dollars in lost sales. The principle motivation behind why online customers
desert their shopping cart is trust. Thus, the motivation behind this paper is to recognize and create an
understanding about different determinants of trust in an online environment. This study aims to provide
useful implications to online marketers related to online trust.