Attributes to Construct Trust on E-Commerce: A Qualitative Study

Abstract

The consumer's decision to make online purchases is intricate and refined, with trust playing a significant role and exerting a powerful influence on their buying choices. The future of e-commerce hinges primarily on trust. There are a number of factors that, according to marketing literature, help buyers and sellers build trust while doing business online. However, only a handful of characteristics, such perceived security and privacy, are really the focus of any given study. Incorporating all the features mentioned in the literature into a unified model is the goal of this research. Following a comprehensive literature review, this study used qualitative methods to inquire into the elements that help build trust in online environments. The popularity of e-commerce is increasing globally due to the convenience it offers to both online retailers and customers. However, with the increasing prevalence of electronic commerce, several major issues arise, including privacy concerns, customer unhappiness, inefficient deliveries, and most importantly, trust issues. The researchers conducted a qualitative study focused on the perceived trustworthiness of e-commerce. The aim was to determine if the findings align with previous studies and to offer online users with information that can assist them in making informed decisions when buying or selling things online. According to empirical statistics, clients have a positive attitude towards online purchases, albeit they are less confident when compared to offline transactions. Based on the data that is available, it is clear that trust is important to customers.