Dr. Neeru Sharma, Lecturer, School of Marketing and International Business, University of Western Sydney, Locked Bag 1797, Penrith Soth DC, NSW 1797. Email: n.sharma@uws.edu.au
Itrust, site quality, online shopping resistance, web-based marketing
In today’s competitive market, just ensuring presence on the web is not sufficient. Shopping sites must be of a high quality to attract consumers, increase trust in web-based firm and drive their purchase intentions. Trust is suggested as the gateway to a successful buyer-seller relationship (Wilson and Jantrania 1994). The present study investigates the links of site quality and buyer’s resistance to trust in web-based firm through employing a sample of 236 on-line shoppers. The empirical study is conducted in predominantly eastern environment of India, in contrast to the western countries like America and Europe where most web studies are done.
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