P/EI/17. Dissertation. Consumer Trust in Electronic Commerce (including project proposal)

This dissertation looks at the trust variable as an essential element of online shopping. Apparently most of the Internet users are not using e-commerce shops and portals due to the low level of trust. Extensive literature review regarding both e-commerce and trust revealed that there is number of factors (such as payments security) which influence the level of conusmer trust in online shopping decision. Questionnaire research was used to collect the primary date, which was subsequently analysed by regression model. Analysis of findings indicated that the issues, which are the most important for the formulation of trust between the online shopper and shopping outlet are integrity, predictability, personal experience, benevolence and confidence.