Determinants of trust in B2C e-commerce and their relationship with consumer online trust

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The aim of this research was to investigate specific determinants or factors that influence consumer online trust in the B2C e-commerce with a focus on consumers. Constructs such as perceived security, perceived privacy, perceived third party assurance, perceived reputation, perceived familiarity and perceived website quality and their relationship with online trust in the B2C context were studied. In conducting the research, a convenience sampling technique was adopted in carrying out the survey. Questionnaires were distributed to the target respondents and the data were analyzed using SPSS version 24. A Pearson’s correlation was used to test the six hypotheses identified in this study. The results provided evidence that perceived security has the greatest influence on online trust. This was followed closely by perceived reputation and finally perceived privacy. This clearly shows that e-commerce consumer population considers these factors very imperative in engendering their trust in the virtual B2C e-commerce environment.