Determinants of trust in B2C E-commerce

Previous research has established that online shopping is the function of a series of consumer evaluation and assessment of e-commerce sites. However, building and maintaining trust in the virtual environment is indeed a complex process and by extension takes time to fully achieve it. This takes the form of assessing the technology as well as the trustworthiness of the vendor in delivering its promises to the customers. The aim of this research was to investigate specific determinants or factors that influence consumer online trust in the B2C e-commerce with a focus on Ekaterinburg, Russian Federation consumers. In other words, constructs such as perceived security, perceived privacy, perceived third party assurance, perceived reputation, perceived familiarity and perceived website quality and their relationship with online trust in the B2C context were studied. In conducting the research, a convenience sampling technique was adopted in carrying out the survey. Questionnaires were distributed to the target respondents and the data was analyzed using SPSS version 24 and R-language.