Online trust : A study about trust in E-commerce

Abstract: Communication has developed during the years and is discussed to have become a central part in marketing, since it can be seen as the process where a company try to communicate the value of a product or a service to an end consumer. A relatively new way of communication is through the use of technology and internet, which has given companies new opportunities to communicate. Today does more than 91 percent of the Swedish population have access to internet. Businesses sees the online space as an opportunity to capture customers attention, which has lead to an increase in online businesses, also called e-commerce. It is more common than ever to shop online but the phenomenon can be seen as relatively new and therefore with potential risks that can affect consumers trust towards shopping online. A few studies have been done within the field of trust in e-commerce, however are there a lack of studies that suggests what variables that contributes to trust before a purchase, during purchase and after purchase. This thesis do therefore attempt to describe what it is that contributes to the perception of trust in e-commerce and which trust variables that are important throughout the purchase process online. This thesis is a qualitative research with a descriptive design. Based on theory about trust in e- commerce and the three purchase phases was a focus group guide designed in order to obtain data from six focus groups. The sample frame consisted of three age groups, which are based on statistics of online shopping behaviour. The study showed that trust plays an essential part when shopping online and that there are several variables that contributes to trust. Before an online purchase was it shown that variables such as word of mouth, information search, web design and delivery information is important. During the online purchase was information regarding price, delivery, return and payment but also safe transaction of personal information important in order to feel trust, where the online payment seemed to matter the most. After an online purchase was confirmation of order, delivery information, warranty and repair contacts considered to be the most important variables that contributes to trust.