Exploring Trust Building in E-commerce: A Multistage Analysis on Purchase Intention, Actual Purchase and Customer Satisfaction

Abstract

Purpose- As internet penetration rates have increased; E-commerce has expanded its potential customer base worldwide. Building and maintaining trust must be prioritized by e-commerce platforms and sellers throughout the customer journey. Therefore, this study aims to identify customers’ trust in the stages of e-commerce.

Design/Methodology/Approach- The quantitative technique was employed to comprehend the correlation between trust and the stages of e-commerce. A dataset of 325 responses was collected by distributing questionnaires, and partial least square equation modeling was used for analysis.

Findings- The results reveal a critical link between the three stages of e-commerce and trust. Building trust is a key factor for gaining customer confidence in making online purchases. Albeit, customer trust will decline rapidly if the company does not improve customer relations or does not enhance order processing efficiency and transportation logistics.

Practical Implications- The study has unique practical insights for businesses and consumers. Prioritizing elements that promote and uphold trust at each stage of e-commerce is a key factor. Businesses can build trust, increase customer satisfaction and create lasting connections with customers by concentrating on transparency, security, communication, and providing an excellent customer experience.

Originality/Value- The study adds a significant contribution to the existing literature by extending the customer journey. The different stages of e-commerce and customer journey coexist; therefore, three variables are used to describe the stages.