| Abstract [eng] |
The main problem associated with the purchase in a virtual environment is the lack of trust because of personal and financial information. According to (Sahney et al. 2013). Monsuwe et al. (2004) opinion, strengthening confidence building is reduced feeling of unfamiliarity, fear of risk when the store, the company, product quality or payments are not known. Meanwhile, the number of Internet users is rapidly growing, but still only a little part of the users buy products or services online. According to the data of Lithuania’s department of Statistics, in 2015 68 per cent of households had private computers with Internet access, and only 24 per cent buys online, but the tendencies of online shopping are growing up every year. (Lithuania’s department of Statistics, 2016). The number of shops online also has a tendency to grow up every year, but the growth of the number of online shoppers is not as fast. The main reason of such tendency is lack of trust in online shops, prevailing among the users. So it becomes important to find out exactly what determines trust and how does the impact of trust influence the consumers’ behaviour in virtual environment. |
