So it is not a surprising thing to find that trust plays a vital role in business
environment, where consumer safety and privacy are more important concerns (Anderson
and Swaminathan, 2011). Trust appeared as a conceptual variable in many studies sometimes
as an antecedent and sometimes as a consequence of other related variables. For instance, it
leads to service quality and satisfaction as a consequence and follow loyalty as an antecedent
in many previous studies (Harris and Goode, 2004; Ribbink et al., 2004; Sahadev and Purani,
2008).
In case of retailing business, Pavlou and Fygenson (2006) concluded that satisfaction shows
significant relationship with trust through a superior service provider. Other studies suggest
that satisfaction and trust are closely related with each other and satisfaction acts as a major
driver of trust (Ribbink et al., 2004; Sahadev and Purani, 2008).