Who and How Should Build the Trust in Ecommerce? Research of Polish Internet Shops

Abstract

Author described role of trust in the development of eCommerce. Role of state, NGO's and shops in the process of trust building was described. Author elaborated a quantitative method, based on the multi-parameter comparative analysis, which allowed comparison level of trust building in different shops. Method was used for the analysis of 30 polish shops. Main conclusion of the research is: lack of proper communication with clients, proper care for personal data and external trust transfer, as well as lack of care for payment comfort and security, has definitely negative influence on the client trust to make shopping with the Internet.

Keywords: eCommerce, Trust, Privacy, Relationship marketing, Internet

JEL Classification: C19, K10, M31