P/EI/31. Dissertation. Investigation of the factors influencing consumer online purchasing decisions.

This dissertation aims to investigate the factors that influence the level of trust towards e-commerce, and looks in to the elements that are likely to inspire consumers to trust online retailers. Literature review provides extensive investigation of trust in e-commerce; security of e-commerce; privacy in e-commerce and risks associated with e-commerce. Primary research was conducted using questionnaires and analysis of findings enabled author to investigate consumer perceptions of privacy; security and trust in e-commerce and to draw a number of conclusions onto how on-line retailers can increase consumer confidence; overcome fears and create consumer trust.