A Study on Trust in Online Shopping of Youth in Pune City : A Factor Analysis

Lack of trust on online shopping has been conceived as the basic barrier to the adoption of online hopping. In recent times online shopping in India is on rise. Although it is less than 1% of total retail sales by different formats of retailing. The current study is done by the researchers to understand the role of different trust components on youth of Pune in their online shopping. To study the same, factor analysis as research tool has been employed. The findings of the study are that Integrity & Familiarity are the major components of trust impacts online shoppers while Benevolence & Predictability components of trust are to be found in the non shoppers