Online Trust

Main Drivers of Online Trust - Zappos

Main Drivers of Online Trust - Zappos

Introduction

The basic idea of the company was to make such an online store for the customers where they are able to buy shoes of different brands, sizes, and style. Zappos is operating for more than nine years in the online transaction business, and the company has been able to provide quality online service to the customers, not just in shoes categories, but also in other categories. The company realizes the fact that more people will be motivated to perform shopping in the coming years therefore, it is important to build trust amongst the customers so that they will feel secure while performing online transactions (Zappos, 2012).

Online Trust

The customers all around the globe are starting to perform online shopping instead of physically going to the stores. There are different advantages of online business in which the biggest is that companies are able to reach global markets and maximum customers with less risk and investments. The companies can offer more product categories to the customers online and they have more time to evaluate product attributes as compared to physical shopping. In addition, the online stores are open every day all around the clock that means it is extremely convenient for the people for performing online buying. Since customers are attracting towards online shopping, the businesses have more opportunities to expand their operations and reach a larger audience. Apart from all these advantages, there are certain barriers that hinder customers to perform online shopping therefore, it is important for online businesses to consider these factors (Alam & Yasin, 2010, pp. 79). One of the most important factors for influencing behavior of the people for online shopping is considered as trust of the customers but online trust differs from the offline trust. The online trust is the website, technology and the internet because customers build perception regarding trust when they interact with the brand on the website. The degree that a customer has optimistic imitation of a website and accepts the susceptibility then there are more chances that the customer develops trust with that site (Bart et al., 2005, pp.135). The online trust includes consumer perceptions that the website would deliver on expectations, they believe of website's information and their confidence the site commands. Many experiences can drive these perceptions of the customers. In case of Zappos, online trust is extremely important, and this is the reason that the company has made sure to keep its promises and provide high quality product to customers in a transparent manner.

Drivers of Online Trust

Security

In case of Zappos, security is the most important driver because customers make the transactions through credit cards therefore, it is necessary to make them secure. Zappos has mentioned in their website that if there is any unauthorized use of credit cards for shopping, then customers will not have to pay. Moreover, the information of customers is encrypted by Secure Socket Layer (SSL) protocol and the company has also ...