Role of various determinants of trust influencing retailers’ purchase intention for fast moving consumer goods(FMCG) from B2B E-Commerce.

Abstract

The present research objective is aimed to examine the influence of reputation, product delivery, information quality and transaction safety on retailers purchase intention for FMCG from B2B E-commerce. Recruitment of participant is done through non-probability purposive sampling method. The questionnaire were pretested and used to collect data from 1209 participants. In order to analyse the data, descriptive analysis and confirmatory factor analysis (CFA) is used, further  hypotheses were examined through structural equation modelling (SEM), where path analysis of  structural model demonstrates that reputation, product delivery, information quality and transaction safety had significant and positive influence on retailers’ purchase intention from B2B E-commerce. The factor loading (β), composite reliability(CR) , Cronbach’s Alpha(α) and Average Variance Extracted(AVE) demonstrated the internal consistency of the scale items. Convergent and discriminant validity is used to check the association between the construct and items of the set questions. The model fit indices demonstrates that the structural model of reputation, product delivery, information quality and transaction safety were well fitted with the data. The path analysis of the structural model shows reputation, product delivery, information quality and transaction safety had a significant and positive impact on retailers’ purchase intention for FMCG from B2B E-commerce. The path analysis of the model indicates transaction safety was the major determinant followed by product delivery, reputation and information quality influencing retailers’ purchase intention.