Online Shoppers' Trust and Satisfaction in Internet Store

Due to the speedy development of the Internet and communication technology in the worldwide, the growth of consumers' purchasing activities in online shopping has been truly exceptional in recent years. Based on past studies, trust and satisfaction are considered a key factor affecting on Indian¿s consumer's purchasing intention. Internet users probably doubt on e-shopping Web site due to lack of e-commerce knowledge. In other words, the amount of e-commerce knowledge directly influences Indian consumers' judgments on online shopping trustworthiness. We developed a research model; this model suggests that there is a significant relationship between trust and satisfaction of consumer¿s purchasing intention. Trust also mediates the effects of other independent variables such as e-commerce knowledge, risk, and ease of use. This shows that the relationships between these variables are all significant apart from that among trust, trustworthiness and satisfaction. This research confirms the significant effects of Indian shoppers' trust on online shopping. Consumer¿s trust motivates customers to produce more intention to purchase in the online shopping.