Consumer Trust Online as a Determinant of E-commerce Development

Abstract

In contemporary economic reality the dynamic growth of e-commerce is taking place. This is observed in terms of the sales of goods and services by means of the telecommunications network that constitute a new way of conducting business activities. Thanks to the rapid development, it is becoming an increasingly widespread business model. One of the factors determining its development is that of trust online with regard to the relations between the enterprise and the consumer. The herein paper presents the role of consumer trust online in terms of the development of e-commerce in Poland. The principal aim of the authors at hand is to search for the answers to the following research questions: What factors have an impact on the level of consumer trust online in Poland? What barriers hinder its growth? In what way can online enterprises influence the growth of its level? In the search for these answers, a critical analysis of literature and desk research of reports from research were conducted. The authors in question analysed the most important factors that have an impact on the level of consumer trust online in Poland. they also defined the potential opportunities for the growth in the level of trust in terms of the relations between the consumer and the online seller on the basis of quantitative and qualitative analysis, while also indicating the course of activities of enterprises in strengthening consumer trust. The practical implications of research on consumer trust online are the indication of the necessity to build consumer trust by an enterprise as the condition of success on the online market.