2020-06-12T13:32:46Z

2020-06-12

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Trust

Perceived privacy

Web quality

masterThesis

free

School of Economics, Business Administration and Legal Studies, MSc in Management

The attitudes of consumers towards e-commerce are determined to a large extent by how much they trust it. The exploration of the factors that shape consumer trust in ecommerce is of paramount importance, since it can help companies to design their online stores in such a way that they can earn the trust of consumers and enjoy financial success. This report, which was completed through the conduct of a primary survey on 126 Greek consumers by using a questionnaire, attempts to investigate, on the one hand, the attitudes of consumers towards e-commerce, and on the other hand, the factors that affect the level of consumer trust in it. The results of the survey show that the participants in the survey choose e-commerce primarily to buy products and perform banking transactions. Some demographics, such as age and family income, seem to affect consumer attitudes towards e-commerce. With reference to the factors that affect consumer trust in e-commerce, the most important ones seem to be Perceived Security, Perceived Privacy, Vendor Image, and Web Quality. The only demographic characteristic of the participants that seems to differentiate these factors is age. These results can assist Greek enterprises to focus on specific aspects, in order for their online stores to be able to earn the trust of Greek consumers.

Mavragani, Eleni

Magnisalis, Ioannis

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