Website Factors Affecting Adoption of Online Marketing by Consumers

28 assessments of the medium rather than the product are under evaluation. Of course this research shows that cultural factors are important to using e-ticket too F.Cunningham, H.Gerlach et al. 2005 found perceived risk is present at each stage of the consumer buying process. Their findings show the introduction of financial risk and the continued significance of performance risk at purchase stage. Previous analyses of risk types suggest that financial risk is the most important contributor to perceived risk. However, performance risk seems more important in the case of internet airline reservation services. Although sometimes factors affecting on risk are the same as trust with negative affect on customer adoption, but there are different researches worked in trust as independent factors affecting on customer to use an online storeLee, J.Kim et al. 2000; Ceaparu, Demner et al. 2002 as a part of third step of adoption .Some of these factors found by J.Lee et al shows that comprehensive information about products, values shared with other customers and divers means of communication can effectively increase trust, which in turn can increase customers loyaltyLee, J.Kim et al. 2000. These factors will be important even for post-purchase adoption or at the first stages of adoption for customers who receive information about launching new service or product and step of interest which customer try to find more information about .

2.5.4 Trustworthiness

Moreover Eggers research 2000 shows that trustworthiness often depends on strength of brand name which is its reputation customer awareness of firm’s privacy policy which ensure himher about what firm is going to do with private information. Also there are factors that affect customer’s judgments about trustworthiness such as website certificates provided by third parties or legal framework that support transaction in the website. Cheksin 1999 found six fundamental forms for communicating trust are: brand, navigation, fulfillment, presentation, up-to-date technology and seals of approval. And also there is a research by Ceaparu, Demner et al. 2002 which shows that there are three important features for customers in order to trust a website which are customer service Contact number available, clearly state return policy, possibility of