Factors affecting the consumer trust for shopping through electronic media

Abstract

In this article the main factors affecting consumer trust in online purcha-ses are proposed, it demonstrates how consumers feel less fear and more willingness to purchase through electronic media where the trust is higher. Through a systematic review of the literature the impact of trust in online purchases was analyzed and determined that the most influential factors in it are: the seller's reputation, perceived risk, data privacy, security in the transaction, partnership, and gender of the buyer. It concludes that, thanks to these aspects consumers are inclined easier to develop their online purchases.