The Role of Trust Building Factors in the E-Commerce Websites

Student: Vlasova Irina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2019

The study is devoted to the study of factors that increase the credibility of the websites of online stores. A review of the theoretical literature on this topic was conducted, Russian and international studies were also reviewed, and a description of the e-commerce market in Russia was given. The study identified 26 factors that affect the credibility of online shopping. Conclusions about their impact on the Russian market were based on the results of an empirical study conducted by online survey of 272 Russian consumers. The results of the study were used to develop a number of recommendations for online stores to increase consumer confidence. Keywords: marketing, consumer confidence, e-commerce, factors.

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