ROLE OF TRUST AND CREDIBILITY OF CONTENT ON PURCHASE DECISIONS

DISSERTATION

Submitted To

IILM

In partial fulfilment of the requirements for the award of the

Degree of Post Graduate Diploma in Management

By

Sagar Raj

IGSM/PG2020/0310

Under the Supervision of

Dr.Riddhima Bhanot
PROPOSED DISSERTATION TOPIC: - How to consumers choose. The role of trust and
credibility of content on purchase decision.

PROBLEM STATEMENT: -
The Purpose of this study is to research how trust and credibility of content effect the way
consumers take their purchase decisions.
Only a small amount of study has looked into how consumersperceptual views, behavioral
intentions, and instant gratifications influence the purchase of items and services on e-
commerce platforms. In light of the characteristics of source credibility, this study fills a gap
in the literature by concentrating on the relationship between online consumer purchase
intention,and consumers trust, as well as risk factors such as credibility of displayed content
influencing online purchasing decisions.

INTRODUCTION: -
The Internet aids people in addressing information scarcity, yet consumers become reliant on
online information sources since they must rely on them in their decision-making process.
Consumers frequently seek information online before making a purchase decision,
emphasizing the importance of online research in consumer decision-making. It has been
reported that approximately 70% of online transactions begin with an online search,
specifically seeking for product recommendations and reviews. According to another study,
89 percent of buyers utilize Internet search engines to research products before making a
purchase choice. Furthermore, it was discovered that Internet searches influence customer
decisions in the same way that family and friends do.
Customers, as well as enterprises who sell online, face issues related to information quality
and source authenticity. Because of the absence of engagement with items and the danger of
dissatisfaction with the ordered product, some consumers are hesitant to shop online. As a
result, online retailers must provide sufficient product information to reduce perceived risk
and maximize the possibility of a sale.

Relevance of Study: -
One of the key challenges that online retail stores and e commerce websites face is to identify
the factors that influence customer purchase decision, and also the factors that are of the most
relevance .Through credible content and creating trust amongst the prospects enables these
retailers and websites to convert a sale. The relevance of this research paper is to identify that
how trust and trustworthiness of content impacts the way consumers take their purchase
decisions. Particularly, this study investigates effects of trust and information quality and
source credibility on the attitude toward using the information source and purchase intentions
of consumers

LITERATURE REVIEW
The literature review begins by examining the impact of various factors like trust and
credibility of content on purchase decisions.
Anna Fanoberova Hanna Kuczkowska (2016)
Octav Negurita, Iulia Grecu, Gheorghe Grecu and Paula Cornelia Mitran (2020)
Gustav Hall berg & Sebastian Krysén (2015)
Funde Yogesh, Mehta Yesha (2015)

RESEARCH METHODOLOGY
RESEARCH GAP
RESEARCH QUESTION
1. How Trust effects Purchase decisions of consumers while purchasing on different e-
commerce platforms
2. What kind of effect does information and content credibility has on purchase intention
of consumers
DATA COLLECTION
The research methodology adopted for this research will be a quantitative study with the help of
descriptive survey methods from a sizeable population. The survey will be conducted using Google
forms and questionnaire. Questionnaire can be defined as a list of carefully structured questions,
which is used to get reliable responses from a particular group of people. The type of questions used
for this research would be closed questions. Also for collecting further data secondary research will
be employed such us online databases, previous research papers and journals etc.

REFERENCES
https://www.tandfonline.com/doi/abs/10.1080/15252019.2018.1533501
https://www.frontiersin.org/articles/10.3389/fpsyg.2020.00890/full
https://www.diva-portal.org/smash/get/diva2:821446/FULLTEXT01.pdf
http://www.pbr.co.in/2014/2014_month/May/9.pdf