Trust in E-Commerce

Abstract

E-commerce is a reality of the 21st century. This type of business is nothing more than the conversion of any offline business in its online version. Understanding the online consumer has been a challenge for managers around the world. In this sense, the authors intend to verify how consumer experience with e-commerce and social media usage influences consumer trust in this new type of sales system. Another objective of this research is to understand if anxiety caused by the consumer perceived risk about the information sharing on the internet affects the trust in e-commerce. The data are collected through an online structured questionnaire and a quantitative methodology of structural equation modeling is used. The results obtained show that consumption experience with e-commerce and social media usage has a positive effect on trust in internet shopping. However, consumption experience has a stronger effect on trust in internet shopping than social media usage. But it can conclude that anxiety does not have a moderate effect on consumer trust in e-commerce and social media usage.