Online shopping in India is an emerging trend for marketers for promoting their merchandise in a wide geographical area using the Internet. India acquired 283.8 million Internet users by 2016. India is now the third largest Internet user after the U.S. and China. Lack of trust is the biggest obstacle to the success of online shopping. The present study focused upon the relationship of trust antecedents with consumer trust and consumer trust with online shopping activities with the help of a cross-sectional survey conducted in Punjab. Structural equation modeling (SEM) was used to achieve the results of this research. The results revealed that knowledge and privacy protection did not have a significant relationship with consumer trust. The results revealed that security protection, perceived risk, and perceived benefits are very important antecedents for building trust among the consumers towards online shopping. Consumer trust was found to have a significant relationship with online shopping activities. Finally, some useful implications have been offered for the marketers at the end.

1. Chan, M. J., & Huang, Y. H. (2016). Factors that affect consumer trust in online shopping in Taiwan. Retrieved from <a href=http://www.jgbm.org/page/14%20Mei-Jane%20Chan.pdf target="_blank">http://www.jgbm.org/page/14%20Mei-Jane%20Chan.pdf</a>
2. Chellappa, R.K., & Pavlou, P.A. (2002). Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management, 15 (5 - 6), 358 -368.
3. Chen, L., Gillenson, M., & Sherrell, D. (2002). Enticing consumer online: An extended technology acceptance perspective. Information and Management, 39 (8), 705 - 719.
4. Corritore, C.L., Kracher, B., & Wiedenbeck, S. (2003). On-line trust: Concepts, evolving themes, a model. International Journal of Human-Computer Studies, 58, 737 - 758.
5. Deutsch, M. (1958). Trust and suspicion. Conflict Resolution, 2 (4), 265 - 279.
6. Fung, R.K., & Lee, M.K. (1999). EC- trust (trust in electronic commerce): Exploring the antecedent factors. Proceedings of the Fifth Americas Conference on Information Systems, Milwaukee, WI, pp. 517- 519.
7. Gefen, D. (2000). E- commerce: the role of familiarity and trust. The International Journal of Management Science, 28 (6), 725-737.
8. Gurleen, K. (2012). Consumers' perception towards online shopping-the case of Punjab. International Journal of Management and Information Technology, 1 (1), 1- 6.
9. Gustavsson, M., & Johansson, A. - M. (2006). Consumer trust in e-commerce. Kristianstand University. Retrieved from <a href=http://www.diva-portal.org/smash/get/diva2:230780/FULLTEXT01.pdf target="_blank">http://www.diva-portal.org/smash/get/diva2:230780/FULLTEXT01.pdf</a>
10. Hoffman, L., Novak, T., & Peralta. M. (1999). Building consumers trust online. Communication of the ACM, 42 (4), 80 -85.
11. Joshi, D., & Achuthan, S. (2016). A study of trends in B2C online buying in India. Indian Journal of Marketing, 46 (2), 22-35. DOI: 10.17010/ijom/2016/v46/i2/87248
12. Kim, D., Ferrin, D., & Rao, H. (2008). A trust based consumer decision making model in electronic commerce: the role of trust, perceived risk and their antecedents. Decision Support System, 44 (2), 544 - 564.
13. Kim, S., & Jones, C. (2009). Online shopping and moderating role of offline brand trust. Direct Marketing: An International Journal, 3 (4), 282-330.
14. Ko, H., Jung, J., Kim, J. Y., & Shim, S. (2004). Cross- cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4 (2), 20 - 29.
15. Koehn, D. (2003). The nature of and conditions for online trust. Business Ethics in General Knowledge, 43 (1-2), 3-19.
16. Kollar, M. (1988). Risk as determinant of trust. Basic and Applied Social Psychology, 9 (4), 265 - 276.
17. Korgaonkar, P., & Karson, E. (2007). The influence of perceived product risk on consumers' e- tailer shopping preferences. Journal of Business and Psychology, 22 (1), 55 - 64.
18. Koufaris, M., & Sosa, W. (2004). The development of initial trust in an online company by new customers. Information and Management, 41 (3), 377- 397.
19. Lee, M., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6 (1), 75 - 91.
20. Ling, K.C., Chai, L.T., & Piew, T.H. (2010). The effects of shopping orientations, online trust, prior online purchase experience towards consumers' online purchase intention. International Business Research, 3 (3), 63-76.
21. Mayer, R., Davis, J., & Schoorman, F. (1995). An integrative model of organization trust. Academy of Management Review, 20 (3), 709 -734.
22. McKnight, D. H., Choudary, V., & Kacmar, C. (2002). Developing and validating trust measures of e commerce: An integrative typology. Information Systems Research, 13 (3), 334-359.
23. Monsuwe, T., Dellaet, B., & Ruyter, K. (2004). What drivers consumer to shop online? A literature review. International Journal of Service Industry, 15 (1), 102-121.
24. Padmanabh, B., Jeevananda, S., & Jose, K.G. (2016). A study on factors impeding online buying of household items in Bangalore city. Indian Journal of Marketing, 46 (4), 7-23. DOI: 10.17010/ijom/2016/v46/i4/90526
25. Prompongsatorn, C., Sakthong, N., Chaipoopirutana, S., & Combs, H. (2012). The factors influencing consumer trust of internet shopping in Thailand. Proceedings of ASBBS, 19 (1), 737-745.
26. Riegelsberger, J., & Sasse, M.A. (2001). Trust builders and trust busters: The role of trust cues in interfaces to e- commerce application. IFIP Conference on e-Commerce, e-Business and e-Government, Zurich, 17-30.
27. Salo, J., & Karjaluoto, H. (2007). A conceptual model of trust in the online environment. Online Information Review, 31 (5), 604 - 621.
28. Schurr, P.H., & Ozanne, J.L. (1985). Influences on exchange processes: Buyers' pre conceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11 (5), 939 - 953.
29. Shankar, V., Urban, G. L., & Sultan, F. (2002). Online trust: A stakeholder perspective, concepts, implications and future directions. Journal of Strategic Information System, 11 (3 - 4), 325-344.
30. Teo, T., & Liu, J. (2007). Consumer trust in e - commerce in the United States, Singapore and China. The International Journal of Management Science, 35 (1), 22-38.
31. Tsai, J.Y., Egelman, S., Cranor, L., & Acquisti, A. (2010). The effect of online privacy information on purchasing behavior : An experimental study. Retrieved from <a href=http://www.heinz.cmu.edu/~acquisti/papers/acquisti-onlinepurchasing-privacy.pdf target="_blank">http://www.heinz.cmu.edu/~acquisti/papers/acquisti-onlinepurchasing-privacy.pdf</a>
32. Urban, G.L., Sultan, F., & Qualls, W. (2000). Making trust the center of your internet strategy. Sloan Management Review, 1, 39 - 48.
33. Wang, C., Chen, C., & Jiang, J. (2009). The impact of knowledge and trust on e- consumers' online shopping activities: an empirical study. Journal of Computers, 4 (1), 11-17.