Resumen
Addressing the debated topic of credibility in online sales, the present study analyses buyer's perspective. The study develops from the literature to test and refine a multi-dimensional measurement of e-shops credibility. Consumer's criteria for assessing e-shops credibility are empirically examined with 817 Romanian student participants. Detailed approach and methodology, as well as the results obtained, research conclusions, limitations, and implications, are presented. The study advances an instrument which reveals new dimensions of establishing credibility although most aspects were found to be similar to results previously presented in other studies. The proposed instrument offers a new multidimensional measurement and knowledge resources for business committed to using Internet advantages, and it might be viewed as a strategic tool which enables e-shops owners to strengthen their market presence, e-sales and customer base through an adequate management of the knowledge regarding online credibility.