E-commerce. Analisi dei fattori che influenzano il trust-building model of initial trust e la decisione d'acquisto dei consumatori.

In this study, we will try to understand what factors are able to influence the e-consumer's trust-building model of initial trust and purchase intention. We decided to focus our attention on e-consumer's trust because we think that trust plays a vital role in e-commerce transactions. In the first part of this study, we focused our attention on the risks and benefits associated with online shopping to understand what might encourage or discourage e-consumers' purchase intention. We found out that the perceived risks associated with online transactions were mitigated by trust, since trust was able to reduce the feeling of risk that usually goes with e-commerce transactions. Therefore, in the second part of this study, we focused our attention on trust; we explained how it works, what its purpose is and what dimensions compose it. In the third part of this work, we focused our attention on the dimensions of trust that compose the trust-building model of initial trust. We decided to focus our attention on initial trust, because of the important role it plays in the e-commerce context, since consumers gain meaningful information about a new e-store only after the conclusion of the first transaction. After analysing the four dimensions that compose the trust building model of initial trust we decided to focus our attention on the dimension called: disposition to trust. In the last part of this study, we conducted a survey to analyse what factors are able to influence the e-consumer's trust-building model of initial trust and purchase intention. We conducted the survey through a questionnaire that we published online. The 434 answers collected were analysed through the statistical program SPSS. The results of our study showed that a consumer's disposition to trust has less influence on his purchase intention than his proficiency of internet usage.