Customers’ electronic trust to online stores: a risk reduction approach

One of the internet applications which has received a lot of attention in recent years is buying and selling goods and services via the Internet known as e-commerce. E-commerce, due to its privileges over traditional commerce, is attracting more users every day, and it will soon become an unrivaled context for all businesses. One of the important challenges in e-commerce is attracting customers to buy from a website. Many researches show that, when shopping online, customers feel higher degrees of risk than traditional purchases. This perceived risk derives from the mistrust of buyers on the reliability of online stores and their owners. The purpose of this study is to examine how trust affects the interaction of individuals with e-commerce, in order to find out what security measures should be taken to reduce the risks and provide solutions for risk reduction.