Nirankush Dutta and Anil Bhat at the Birla Institute of Technology and Science in India collected survey responses from 440 students. Each participant was asked to choose an online fashion store. Measured on a scale of one to five were store brand knowledge, store reputation, perceived store risk, interpersonal organizational trust, attitude and willingness to purchase.
The study discovered that perceived store risk is the most important factor for trust in an online store, which is then followed by store brand knowledge and store reputation. Perceived store risk and store brand knowledge significantly affect the intent to purchase, but store reputation and perceived store size show no significant signs of affecting the intent to purchase.
The full text of the study can be found here:
Mariani, M., & Lamarauna, A. M. I. (2017). The Impact of Social Influence and Trust on Customer-to-Customer Online Shoppers’ Purchase Intention: An Empirical Study in Indonesia. GSTF Journal on Computing (JoC), 5(3), 1.