Impact of perceived experiential value on customer trust

Experiential value is defined as an overall representation of experiential benefits from the Entertainment, the escapism, the visual appeal, and the interactivity involved with online shopping. Value is based upon customer perceptions and not managerial judgments. In the current study we are trying to find how perception of perceived experiential value influence customer trust, as Trust has been identified as a one of the frequently cited reasons for customer not to shop online (Yang et al., 2009). The purpose of this study is to examine the effects of customer’s perceived experiential value on customer trust. While e-commerce in India has witnessed extensive growth in recent years, so has consumers‟ concerns regarding trust issues surrounding online shopping. The research on trust has made much progress in traditional retailing as well as online shopping. Therefore, the current study focuses on evaluating the effect of perceived experiential value on customer trust. The concept of experiential value is based on (Holbrook, 1999) is used. Anonymous data was collected from 200 online travel websites users. Correlation and multiple regressions were used to examine the objective of the study. Finding shows that the different type of experiential values is correlated with the customer trust. In terms of different factors ethics of the websites influences most the customer trust