ANALYSIS OF CONSUMER TRUST IN ELECTRONIC COMMERCE
DOI:
https://doi.org/10.55640/Keywords:
electronic commerce, consumer trust, digital economy, online shopping, cybersecurity, brand reputation, user behaviorAbstract
This article analyzes consumer trust in electronic commerce in the context of rapid digital transformation and increasing global internet penetration. It examines the theoretical foundations of trust, including cognitive and emotional dimensions, and identifies key determinants such as security, privacy protection, brand reputation, technological infrastructure, and user-generated feedback. The study also highlights the role of institutional frameworks and regulatory mechanisms in strengthening consumer confidence in online transactions.
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