Online Buying Behavior and Perceived Trustworthiness

Trustworthiness perceived by customers plays a very important role in pursuing online buying, particularly in the business-to-consumer (B2C) E-commerce (EC) purchase process. After a thorough investigation of the literature, this study reveals that privacy, security, behavioral attitudes, cognitive perception, and fulfillment/reliability are significant antecedents of perceived trustworthiness that affect the purchasing behavior of customers in B2C EC. This study reviews the literature dealing with trust in EC and develops a conceptual framework for formation of perceived trustworthiness by customers in B2C EC.