Designing a good customer relationship is important for a company to function and trust plays a major role when building customer relationships. The importance of this becomes more highlighted in the context of non- testable, non-testable products online since the customer cannot evaluate anything physically beforehand. Here trust is the mediator for a successful customer relationship within online shopping. The purpose of this study was to explain the impact of Source of Information and Credibility of Information on online consumer trust in the setting of non-testable, non-returnable products online. With a deductive approach to this quantitative research, the methodology of operationalization was used to measure the theoretical framework and to derive two hypotheses to be rejected or accepted based on the results of an online self-completion questionnaire. The questionnaire got a total of 74 answers that were analyzed by running a multiple regression analysis. The result of this study is that one hypothesis is accepted, the Credibility of Information has a positive relation to Trust when shopping non-testable, non- returnable products online, based on the positive relationship found. By accepting only one hypothesis, this resulted in a modified research model visually presenting the outcome. Which can be concluded that Credibility of Information has a positive relationship with Trust in the context of non- testable, non-returnable products online. Which implies that companies within this area should increase credibility in order to increase customer online trust.

The main objective of this study was to contribute to direct-to-customer (D2C) companies on the Swedish market by establishing guidelines. Despite the growing use of the model, there is meager research of its success factors. Through the investigation of the apparel and aligned industry, customer insights of components were collected. A deductive approach was used by firstly conducting a literature review and establishing a cross-referencing framework and extracting rough factors to serve as a guide. Empirical data was collected through a quantitative survey in an online questionnaire format. Analysis of the empirical findings developed six new factors; Social Media, Customer Service, Product Knowledge, Integrity, Website Manageability and Unique Value Addition, which were found imperative for the D2C customer experience. Website Manageability demonstrated the highest significance, emphasizing the importance of user-friendliness and navigation. Furthermore, Product Knowledge and Integrity also proved to be paramount to consumers. Customer Service was found to be impactful during various stages of the decision-making process. The report contributes to the subject by presenting customer insights into which elements are most valued during their online shopping experience and their impact during the different stages of the decision-making process.

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