Abstract

This cross sectional field survey is aimed at exploring the factors which determine consumers’ trust in online purchases. Using data from 311 employees in various organizations, we found out that all the studied factors significantly determined consumers’ trust as well as word of mouth generation. The unique contribution of this study is significant in the sense that it tried to establish how word of mouth seeking moderates the relationship between influencing factors and word of mouth generation. Managerial implications and future research directions were given at the end of the study.

Key words: Perceived trust, user web experience, perceived risk, perceived site quality, perceived technical trustworthiness, word of mouth, Pakistan.