Main Article Content
The purpose of the study is to examine consumers’ initial trust on online yoga training. In addition, the moderating effect of Uncertainty Avoidance and Perceived Usefulness were examined. The present study also assesses the risk anxiety in online purchase and its effect on consumers initial trust building. Building initial trust among consumers happened to be the bigger challenge for online sellers. Online sellers aim to reduce the switching cost and perceived risk of the online buyers. From the literature it is evident that majority of the research has studied consumers Initial trust using the technology acceptance model and has rarely discussed how initial trust grows towards purchase intention. Argument quality and source credibility found to be the significant element in measuring the consumer’s initial trust. Therefore, the present study investigated the initial trust building among online consumers. A structured questionnaire was distributed to online consumers who avail online yoga training. About 240 valid responses were received. The data were analysed using SPSS and research model was examined empirically using structural equation modelling with the PLS software. Variables such as Argument Quality, Source Credibility, Initial Trust, Risk Anxiety, Purchase Intention, Uncertainty Avoidance and Perceived Usefulness were used in the present study. Convenience Sampling technique was adopted. The findings of the study reveal that the Argument Quality, Source Credibility, Perceived Usefulness have a positive significant influence on initial trust in online yoga training platforms. Risk anxiety significantly affects the consumer’s initial trust. Initial Trust significantly mediates between argument quality and Source Credibility on consumers’ Purchase Intention. Also, we found that uncertainty avoidance and Perceived Usefulness, had a direct impact on initial trust. Finally, the present study may help managers of online yoga training firms to foster the development and build initial trust in their communities.