Understanding the Relationships between Multi-dimensional Trust and E-loyalty in E-commerce

As online shopping is becoming more and more popular in recent years, many studies have been conducted to explore the key issues involved in online shopping such as trust problems and strategies to retain customers. This study will explore the nature of trust and its relationship to consumer loyalty in E-commerce. It examines the importance of trust to consumers’ loyalty behaviour and how consumer behaviour is affected by different kinds of trust. The study also identifies the antecedents of each kind of trust. A research model is developed with several hypotheses which are proposed for empirical examination. Finally a research plan is presented and implications are provided.