Factors Influencing Building Consumers’ Initial Trust in E-Commerce: Case of Bahir Dar University

Gugsa  Ayalew

dc.contributor.author	Gugsa Ayalew
dc.date.accessioned	2020-09-02T06:42:35Z
dc.date.available	2020-09-02T06:42:35Z
dc.date.issued	2020-09
dc.identifier.uri	http://hdl.handle.net/123456789/11134
dc.description.abstract	The purpose of this study is to investigate the factors influencing building consumers’ initial trust in e-commerce in Bahir Dar Town. The University academic staffs were chosen as the research population for this study. Quantitative research approach with explanatory research design was employed. The variables used in the research were formulated based on the extant literature review which includes Product characteristic, Website design quality, Support factor, Security and reputation, Purchase characteristics as determinant variables and the initial trust in e-commerce adoption as an outcome variable. Thus, Also, it is recommended that advertisements especially in virtual social networks as an important variable to build initial trust because of the absence of human touch and communication in e-commerce, comparing the situation of traditional transaction with real environment when consumers give their satisfaction of products by experiencing them physically, online initial trust has a basic role in e-commerce due to COVID 19 and modernity thought out in this dramatic world. A total of 130 usable questionnaires collected from respondents using convenience sampling method were analyzed using SPSS version 23 software. The results show that that website design quality, Security and reputation, Purchase characteristics and Advertising Factor positively contributes to his/her trust in e-commerce. On the other hand, the purchase characteristics and Support factor will have insignificant on consumers initial trust in e-commerce.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Factors Influencing Building Consumers’ Initial Trust in E-Commerce: Case of Bahir Dar University	en_US
dc.type	Thesis	en_US