Analyzing the Impact of Online Brand Trust on Sales Promotion and Online Buying Decision

As Internet usage has become an integral part of our life, which is no longer restricted to networking and social media but assists in online shopping, it has changed the way how consumers recognized, conveyed and made their buying choices. E-commerce business transaction success is determined by whether the consumers trust the sellers and the products which cannot be physically examined and electronic systems with which they have no previous experience. The study empirically investigated the influence of Online Brand Trust (OBT) on Online Buying Decision (OBD) during Sales Promotion (SP). For this purpose, a survey monkey was used as a vehicle to gauge public responses. A survey of 272 customers was conducted using a questionnaire, out of which, 250 responses were found to be appropriate. The reliability of the instrument was tested using Cronbach’s Formula. The results show that online brand trust is an antecedent to online buying and has moderating effect on sales promotion and online buying decision. Decisions made by consumers are always under deliberation and comparison, and in some special situations, consumers may choose to purchase the product without forethought when driven by promotion schemes, thus making their decision to buy goods easier.