Customers’ Perception on the Trustworthiness of Electronic Commerce: A Qualitative Study

Abstract

Electronic commerce is growing popular across the world because of the convenience it brings to online sellers and online customers. However, as the electronic commerce rises, problematic issues like privacy concerns, dissatisfaction, incompetent deliveries, and the most important – trust issues – also surface. Numerous previous studies indicated that the purchase intention and behavior of the online customers depend on their perceived risk and shopping experience in electronic commerce. Some studies also specifically stated that personal information, product quality, security, and business reputation are the usual factors which the customers evaluate to deem the online business as trustworthy. The researchers conduct this qualitative study concentrated on the perceived trustworthiness of e-commerce to know if it complements the results of other studies and to provide information to online users which can guide them in either selling or purchasing products online. Using purposive sampling and thematic data analysis, the researchers had eight in competence area, three in benevolence, and two in integrity as determining factors on the online business’ trustworthiness. The findings of the study claimed that online customers value the competence, benevolence, and integrity of the online business to be perceived as a trustworthy one.

Parental Involvement: Urban Elementary School in Focus

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An Integrated Multi-Criteria Decision Analysis and Structural Equation Modeling Application for the Attributes Influencing the Customer’s Satisfaction and Trust in E-Commerce Applications

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