Consumer assessment of confidence aspects in online fashion stores

Abstract

[eng] Market researches regarding to confidence aspects in online stores are abundant. Nevertheless, there are scarce resources about fashion stores, specifically. Trust is believed to be the key in virtual relationships B2C. The present investigation’s principal objective is studying consumers’ assessment of e-Commerce factors responsible of building confidence. Companies’ capacity and benevolence are both dimensions which this study is based at considering aspects as professionalism demonstrations, added-value services, web page’s design, return policies, privacy and security to be analysed. Main obstacles to purchase fashion on the Internet relapse on the impossibility to see, touch and try out products and the fear of payment methods. However, consumers’ main assessments are focused on return policies, previous users’ opinions and privacy policies.