CONSUMER TRUST IN DIGITAL BUSINESS: A SYSTEMATIC REVIEW

Abstract

This study aims to systematically synthesize the antecedent factors influencing consumer trust in the context of digital business. Using a systematic literature review approach across fifteen peer-reviewed articles published between 2020 and 2025, this research identifies three key determinants of digital trust: perceived security, service quality, and digital brand experience. The synthesis reveals that perceived security functions as a cognitive foundation that reduces perceived risk and establishes initial confidence in digital platforms. Service quality acts as a mediating mechanism that reinforces the relationship between trust and customer satisfaction through consistent and transparent service experiences. Meanwhile, digital brand experience serves as an emotional driver that fosters brand attachment and consumer loyalty. These findings contribute to an integrative theoretical model conceptualizing digital trust as a multidimensional construct encompassing cognitive, functional, and emotional dimensions. For the purpose of to strengthen customer trust and loyalty, the study recommends digital business practitioners strategic recommendations for improving AI-based security, personalized support, and clear privacy rules. In the evolving trust-based economy, this research theoretically extends the theoretical comprehension of sustainable digital trust formation.