A fogyasztói bizalomérzet befolyásoló tényezői az e-kereskedelemben

Abstract

THE AIM OF THE PAPER In buy-and-take in the virtual world, all forms of physical contact are missing, resulting in an appreciation of trust factors. In my study, I examine what are the trust factors that can replace physical contact and thus increase consumer confidence in the merchant today, following the decade-long explosion of online commerce. METHODOLOGY Based on the model proposed by Lee and Turban (2001), I examine what factors may influencing consumer confidence in online commerce. The authors identify four main areas: the reliability of an online merchant; the reliability of the Internet as a medium of purchase; infrastructural factors and other factors. These variables are moderated by the individual consumer's willingness to trust. MOST IMPORTANT RESULT The feeling of trust that develops in e-shopping is mostly influenced by the experience gained over many years. And the widespread use of digital devices has made it possible to develop technical competencies, which will als