IMPACT OF ONLINE SHOPPING WEBSITE DESIGN AND LAYOUT ON CONSUMER TRUST AND ONLINE SHOPPING EXPERIENCE: STUDY ON UNIVERSITY STUDENTS IN AZERBAIJAN

In the modern world, with the development and progress of the world wide web and internet technology, people are now having more convenience in terms of shopping. Especially with the creation of online selling platforms (e-commerce) and shopping websites, consumers can purchase products and services without even moving out of their houses. Thereby, such growth of online shoppers affected the e-marketing as well as its strategies and tactics. As, online stores and e-commerce websites are now trying to reach their consumers through the most effective ways and approaches. However, since online shopping stores are only limited to their websites/apps, the aim of this study is to find out whether the design and layout of online shopping websites are essential in establishing consumer e-trust and shopping experience. The findings of this study suggest that the website design and layout of online shopping website indeed have an impact on consumer e-trust and online shopping experience.