<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The increasing use of the Internet as a commercial sales channel arouses interest in understanding key issues in building customer relationships. Confidence is considered the key to the success of building these relationships. Considering the differences between online and offline sales, the antecedents and consequences of trust deserve a reconsideration. This research identifies satisfaction and knowledge as key factors related to trust in the context of online sales. The findings from this study suggest that people buy online more often if they see a higher level of trust in e-commerce and have more experience in using the web. Customer satisfaction can be influenced by the level of trust as well as the user’s experience and knowledge about the distribution channel as well as the e-seller. It seems that people with a higher level of satisfaction with shopping become loyal customers and more often participate in e-commerce. Positive experience and the ability to monitor purchases favors the development of the e-commerce market in Poland. These results complement earlier arrangements for e-commerce and shed light on how to establish a trust relationship on the World Wide Web.</p></abstract>

The increasing use of the Internet as a commercial sales channel arouses interest in understanding key issues in building customer relationships. Confidence is considered the key to the success of building these relationships. Considering the differences between online and offline sales, the antecedents and consequences of trust deserve a reconsideration. This research identifies satisfaction and knowledge as key factors related to trust in the context of online sales. The findings from this study suggest that people buy online more often if they see a higher level of trust in e-commerce and have more experience in using the web. Customer satisfaction can be influenced by the level of trust as well as the user’s experience and knowledge about the distribution channel as well as the e-seller. It seems that people with a higher level of satisfaction with shopping become loyal customers and more often participate in e-commerce. Positive experience and the ability to monitor purchases favors the development of the e-commerce market in Poland. These results complement earlier arrangements for e-commerce and shed light on how to establish a trust relationship on the World Wide Web.

Consumer Trust in E-Commerce: The Case of Poland

Faculty of Management Institute of Enterprise Management

Folia Oeconomica Stetinensia

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Consumer Trust in E-Commerce: The Case of Poland"}

The increasing use of the Internet as a commercial sales channel arouses interest in understanding key issues in building customer relationships. Confidence is...

Consumer Trust in E-Commerce: The Case of Poland

Published Online: Dec 31, 2018

Page range: 59 - 71

Received: Mar 23, 2018

Accepted: Oct 10, 2018

DOI: https://doi.org/10.2478/foli-2018-0019

Keywords
consumer trust, trustworthiness, trust of the company, e-commerce

© 2018 Anna Rybak, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Consumer Trust in E-Commerce: The Case of Poland

Published Online: Dec 31, 2018

Page range: 59 - 71

Received: Mar 23, 2018

Accepted: Oct 10, 2018

DOI: https://doi.org/10.2478/foli-2018-0019

Keywordsconsumer trust, trustworthiness, trust of the company, e-commerce

© 2018 Anna Rybak, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
consumer trust, trustworthiness, trust of the company, e-commerce