Two variables commonly decide customer perceptions towards online shopping, one is trust, and second is perceived benefits (Rahman et al., 2018). Therefore, trust and perceived benefits It seems like the expectations regarding customer behavior against online shopping are important. First, Trust is one of the curious considerations in the global industry of online shopping and locking power between buyer and seller. Trust has a major positive significant impact on the relationship between the attitude of customers towards Online shopping and the desire to buy. Trust consists of three main factors are Reliability, equality and stability. Trust is connected to dependency and risk, where the consumer relies on others, although there is insecurity of confidence that things may go right or wrong. Likewise, Trust is seen as an economic equation in which the values are discussed by contrasting the connection with the costs and risks of serving it, establishing and maintaining it (Rahman et al., 2018). With repeated interaction and connection between the buyer and sellers, the degree of confidence increases. Trust as goodwill and predictability has no prior contact with another group. Trusts mitigate risk, improve dedication and satisfaction levels. Due to the reduced risks involved in sharing information, a high degree of protection and privacy in the online shoppers has a positive impact on customer sentiment. The degree of confidence, both interpersonal and organizational, is usually positively connected to the behavior and desire of customers to buy on the Internet (Akroush & Al-Debei, 2015).
Second factor, perceived benefits refers to the understanding of the positive effects of a particular intervention and explains perceived benefits through the perception of the benefits. Online concept as the perception of a customer relates to the degree to which the online purchase with a specific website would improve him or her'(Arora & Aggarwal, 2018). Perceived benefits are defined in terms of convenience and time saving. One of the main factors influencing adoption decisions is the perceived benefit of online shopping in contrast to conventional traditional stores. Online shopping allows shoppers the ability, wherever they choose and wherever they are, to buy goods and services. Consumers may also enjoy window shopping in online shopping, search details, and compare prices easily and without feeling the need to buy. Online shopping’s perceived benefits reflect major rewards for shoppers and help shape a favorable and beneficial attitude towards online shopping. The further perceived benefits of a particular platform, the more likely it is for customers to have a constructive attitude towards online shopping (Datta &Acharjee, 2018).
There is another factors and effects of customer attitude on online shopping such as Usefulness, ease to use, time saving and security.
Usefulness contributes to the expectations of customers that using the Internet as a purchasing tool enhances the result of their purchase process. It is described as the belief of the person that the use of new technology can increase or optimize her/his efficiency. These assumptions impact the attitude of customers towards online shopping and their decision to buy online (Gaudel, 2019). There was a limited direct connection between effectiveness and attitudes and a strong direct connection between usefulness and purpose. This was defined as coming from customers deciding to use a device because it was beneficial, even if it did not have a positive effect on the use of it. In addition to this, usefulness is often connected with ease of using it in assessing the consumer’s Attitude towards online shopping, as the easier it is to be using a technology, the more beneficial it can be (Gaudel, 2019).
Ease of use refers to their opinions on the leading method’ Increasing to the actual product in online shopping. ‘It can be said in a simplistic way that this is how productive shopping online is to help shoppers achieve their mission is valuable and how convenient it is by using the online shopping tool is to be ‘easy to use. The real impact is supported by the fact that buyers try to reduce effort in their actions in behavioral decision-making as is indeed the case with the perceptions of consumers about ease of use (Gaudel, 2019). The better and faster a technology becomes the more efficient this technology would be to be adopted by customers. People change their method ease of use to indicate their contact with the application with increasing direct experience with the target site. In influencing ease of use, linear relationship between two measurements, site characteristics, search features, link speed and navigate play a significant role (Kumar &Kashyap, 2018).
Saving time is one of online shopping’s most influential causes. You can save time and commitment by searching or looking for an online catalogue. People can save time and by shopping online, they can reduce commitment. One potential reason is that online shopping saves a lot of time when ordering items and will eliminate the time taken to go to the regular store. On the other hand, some people thinks that the distribution of products or services through online shopping often takes time (Musa et al., 2016). Saving time suddenly is not the ultimate motivation for shoppers to buy online since it takes time to obtain merchandise or distribution. But the time-saving aspect can be seen in numerous levels. For those customers who have already observed online shopping, the time saving factor was recorded to be the main cause. The benefit of the time saving factor should also not be ignored as the motivation behind online shopping.
Another influential factor that induces customers to buy online is security. However due to privacy considerations, post-purchase services, credit card evasion, and non-delivery hazard and so on, many Online shoppers resist online shopping. But online shopping consumers’ trust has gained interest. Safe and secure money and credit card data transfers improve trust and reduce the risk of transactions (Musa et al., 2016). Security is one of the factors that prevents shopping on the web and they believe that because of their thought about the safety of their personal details, there is a wide portion of internet shoppers who do not want to purchase online. As a safe payment method, trust in internet shopping with modern technologies and regular online shopping on the internet is assumed (Rahman et al., 2018).